24 Hrs
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الشارقة 24
Organization’s hidden value in crisis
The article discusses the importance of corporate reputation as an intangible asset that significantly impacts an organization's success and sustainability, especially during times of crisis. Its true value is revealed through the trust and credibility built over many years. It emphasizes that reputation results from the alignment between the company's promises and its actual performance. It begins internally, through a positive work environment and employee trust, and is reinforced externally through credibility in crisis management by maintaining transparency and accountability. In the context of the United Arab Emirates, the challenges and responsibilities placed on organizations to preserve their reputation have increased, achieved through quality services, transparency, and prompt responses. Trust is the most valuable currency worldwide, providing organizations with a second chance after crises. However, reputation cannot be bought or built quickly; rather, it accumulates through diverse situations over time.
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