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Acknowledging the Relationship between an Organization, Its Stakeholders, and Brand

In: Organizations in the Face of Crisis

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  • Dennis W. Tafoya

Abstract

Building a successful crisis management strategy includes three important components and is grounded in two assumptions. The three components, the organization, its brand, and its stakeholders will be discussed at length and throughout the book. The assumptions will be treated now and will service as an organizing theme for this chapter and the book as a whole. The first assumption is that the organization, the brand, and the stakeholders are inseparable. Each relies on and, in turn, is relied upon by the others. This is true for all organizations regardless of their type or function. The second assumption is that stakeholders, internal or external people or groups that believe they have some vested interest in the organization and brand, define the relationship between the organization and its brand. This means that stakeholders are the key to successful crisis management effort.

Suggested Citation

  • Dennis W. Tafoya, 2013. "Acknowledging the Relationship between an Organization, Its Stakeholders, and Brand," Palgrave Macmillan Books, in: Organizations in the Face of Crisis, chapter 0, pages 9-22, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-31397-3_2
    DOI: 10.1057/9781137313973_2
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