The Nature of Organization, Brand, and Stakeholder Dynamics: Setting the Stage for a Crisis

Dennis W. Tafoya

Chapter Chapter 3 in Organizations in the Face of Crisis, 2013, pp 23-39 from Palgrave Macmillan

Abstract: Abstract Every organization, regardless of its size, type, or purpose has an identifiable brand—an image that represents the organization for its stakeholders. Each brand is unique to the organization and, as importantly, exists in two states. The organization’s leadership and participants, its internal stakeholders, define the first state. Here the brand may be a carefully constructed image or symbol, one constructed to represent the organization’s vision, mission, products, or services. It may have been constructed over long periods or it may be a recent fabrication retooled to meet new standards, new directions, or new ideas. Whichever the case, the brand or image is a product of stakeholders inside the organization; it is what they believe the brand is and what it represents.

Keywords: Preconceive Notion; Internal Stakeholder; Stakeholder Network; Police Brutality; Individual Contributor (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-31397-3_3

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DOI: 10.1057/9781137313973_3

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