An Introduction to Organizational and Brand Traumas

Abstract

An organization’s health and its capacity to perform are critical for its survival. As a research subject, an organization’s health is a state or condition potentially affecting its ability to meet stakeholder needs, to handle adversity or to adapt to changing situations. But for the organization’s stakeholders, it is more than a representation or portrayal of the organization’s fitness or well-being. Stakeholders use an organization’s health as a personally meaningful standard for judging how well their needs will be met.