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22 Hamel,G.,and Prahalad,C.K.(1989),‘Strategic intent’,Harvard Business Review,May-June,
63–76, p. 64.
23 Dowling, J., and Pfeffer, J. (1975),‘Organizational legitimacy: social values and organiza-
tional behavior’, Pacific Sociological Review, 18, 122–136.
24 Ibid. (1975).
25 Jones, J.P. (1992), How Much Is Enough? New York: Lexington Books; Rossiter, J.R., and
Danaher, P.J. (1998), Advanced Media Planning. Boston: Kluwer.
26 Deighton, J. (1996),‘Features of good integration: two cases and some generalizations’,
in Thorson, E., and Moore, J. (eds), Integrated Communications: Synergy of Persuasive Voices.
Mahwah, NJ: Lawrence Erlbaum Associates, 243–256; Schultz, D.E. (1999),‘Integrated mar-
keting communications and how it relates to traditional media advertising’, in J.P. Jones (ed.),
The Advertising Business: Operations, Creativity, Media Planning, Integrated Communications.
London: Sage, 325–338; Cornelissen, J.P. (forthcoming),‘Change, continuity and progress: the
concept of integrated marketing communications and marketing communications practice’,
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27 Cutlip, S.M., Center, A.H., and Broom, G.H. (2000), Effective Public Relations. London:
Prentice Hall, seventh edition.
28 This case study was based on Walton, S., and Huey, J. (1993), Sam Walton: Made in
America – My Story. New York: Bantam Books; Weir, T. (2000), ‘Does Wal-Mart rule?’,
Supermarket Business Magazine, 55 (11); Arnold, S.J., Handelman, J., and D.J. Tigert (1996),
‘Organizational legitimacy and retail store patronage’,Journal of Business Research,35,229–239;
and Arnold, S.J., Kozinets, R.V., and Handelman, J. (2001),‘Hometown ideology and retailer
legitimation: the institutional semiotics of Wal-Mart flyers’, Journal of Retailing, 77, 243–271.
29 Broom, G.M., and Smith, G.D. (1979) ‘Testing the practitioner’s impact on clients’, Public
Relations Review, 5 (3), 47–59. See for a comprehensive discussion of role types Dozier, D.M.,
and Broom, G.M. (1995),‘Evolution of the manager role in public relations practice’, Journal
of Public Relations Research, 7, 3–26.
30 Dozier and Broom (1995); Moss, D.,Warnaby, G., and Newman,A.J. (2000),‘Public rela-
tions practitioner role enactment at the senior management level within UK companies’,
Journal of Public Relations Research, 12 (4), 277–307.
31 Dozier, D.M., Grunig, L.A., and Grunig, J.E. (1995), Manager’s Guide to Excellence in
Public Relations and Communications Management. Hove: Lawrence Erlbaum Associates.
32 Moss, et al. (2000).
33 Lauzen, M.M. (1995),‘Public relations manager involvement in strategic issue diagnosis’,
Public Relations Review, 21, 287–304; Spicer, C.H. (1997), Organizational Public Relations: A
Political Perspective. Mahwah, NJ: Lawrence Erlbaum Associates.
34 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), 141–162.