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5 Freeman, R.E. (1984), Strategic Management: A Stakeholder Approach. Boston: Pitman;
Kotler, P. (1986), ‘Megamarketing’, Harvard Business Review, March–April, 117–124; Baron,
D.P. (1995), ‘Integrated strategy: market and nonmarket components’, California Management
Review, 37 (23), 47–65.
6 Ansoff, I.A. (1960), Corporate Strategy. New York: Free Press.
7 Evan,W.M., and R.E. Freeman (1988),‘A stakeholder theory of the modern corporation:
Kantian capitalism’, in Beauchamp, T. and Bowie, N. (eds), Ethical Theory and Business.
Englewood Cliffs, NJ: Prentice Hall, pp. 75–93, p. 97; see also Drucker, P.F. (1980), Managing
in Turbulent Times. New York: Harper & Row.
8 Berman, S.L.,Wicks,A.C., Kotha, S., and Johnes,T.M. (1999),‘Does stakeholder orienta-
tion matter? The relationship between stakeholder management models and firm financial
performance’, Academy of Management Journal, 42 (5), 488–506; Jones,T., and Wicks,A. (1999),
‘Convergent stakeholder theory’, Academy of Management Review, 20, p. 206–221, 206.
9 Jones and Wicks (1999), p. 206; Porter, M.E., and Kramer, M.R. (2002),‘The competitive
advantage of corporate philanthropy’, Harvard Business Review, December, 5–16.
10 Kotter, J., and Heskett, J. (1992), Corporate Culture and Performance. New York: Free
Press, p. 59.
11 Freeman (1984), p. 6.
12 Carroll, A.B. (1996), Business and Society: Ethics and Stakeholder Management. Cincinati,
OH: South-Western College Publishing, p. 73.
13 Clarkson, B.E. (1995),‘A stakeholder framework for analyzing and evaluating corporate
social performance’, Academy of Management Review, 20 (1), 92–117.
14 Charkham. J.P. (1992), Keeping Good Company: A Study of Corporate Governance in Five
Countries. Oxford: Oxford University Press.
15 Gray, R., Owen, D., and Maunders, K. (1987), Corporate Social Reporting: Accounting and
Accountability. Hemel Hempstead: Prentice Hall, p. 4.
16 Windsor, D. (2001), ‘The future of corporate social responsibility’, The International
Journal of Organizational Analysis, 9 (3), 225–256, p. 226.
17 Berman et al. (1999).
18 Wilkinson,A.,and Balmer,J.M.T.(1996),‘Corporate and generic identities:Lessons from
the Co-operative Bank’, International Journal of Bank Marketing, 14 (4), 22–35, p. 29.
19 Elkington, J. (1997), Cannibals with Forks. The Triple Bottom Line of the 21st Century
Business. London: Capstone Publishing Limited.
20 Carroll, A.B. (1991), ‘The pyramid of corporate social responsibility: toward the moral
management of organizational stakeholders’, Business Horizons, 34 (4), 39–48.
21 This management brief is based upon Ben & Jerry’s (1994), The inside scoop: how two guys
built a business with a social conscience and a sense of humor. New York: Random House, Financial
Times (2002), ‘Corporate social responsibility: truants, nerds and supersonics’, 18 November
The Observer (2002), Special report on corporate social responsibility, 17 November p. 23, and
Schrage, E.J. (2001),‘A new model for social auditing’, Financial Times 27 May, p. 10.
22 Scholes, E., and Clutterbuck, D. (1998), ‘Communication with stakeholders: an inte-
grated approach’, Long Range Planning, 31 (2), 227–238; Grunig, J.E., and Grunig, L.A. (1998),
‘The relationship between public relations and marketing in excellent organizations: evidence
from the IABC study’, Journal of Marketing Communications, 4 (3), 41–162.
23 Dowling, G.R. (2001), Creating Corporate Reputations. Oxford: Oxford University Press.
24 Christensen, L.T., and Cheney, G. (1994),‘Articulating identity in an organizational age’,
in S.A. Deetz (ed.), Communication Yearbook, volume 17.Thousand Oaks: Sage, pp. 222–235,
pp. 223–224.
25 Ind, N. (1992), The Corporate Image. Strategies for Effective Identity Programs. London:
Kogan Page, revised edition; Olins, W. (1978), The Corporate Personality: An Inquiry into the