Figure 1 is designed to show the ov

Figure 1 is designed to show the overlapping and interdependent conceptualization of the relationship between IMC, MO, and BO. We start by noting that the interplay between IMC, MO, and BO occurs in a context of competition. Thus, MO, through the dimension of competitor orientation, provides the context. By being conceptualized and operationalized as organizational culture, MO is conceived as being foundational to both IMC and BO. In prior discussion, we have noted that a principal link between IMC and MO is provided by their common reference to inter functional coordination, which is also closely related to the concept of internal marketing. We observe that inter functional coordination in the context of MO is a means of optimizing resource use, while in the con-text of IMC, it is maximizing communication effectiveness and consistency.