Figure 1 introduces our discussion and presents th
tionship between the three concepts. Briefly, market o
tion represents the culture of the organization throu
adoption of the marketing concept and the systems an
cesses that underlie being market oriented (Harris
Brand orientation represents the fuinctional or busine
focus on brands and brand strategies that support stron
tomer and stakeholder relationships regardless of the
being at the corporate or product level, or being a serv
manufactured good (Bridson and Evans 2004). IMC