IMC as a philosophy suggests that an organization may subscribe to the concept of integrating communication whereby the emphasis is on raising awareness of the benefits, and hence intention, to integrate communication messages. Establishing a positive and conscious attitude toward integration may build "esprit de corps" with a flow-on effect on what is done and how it is done, that is, organizational artifacts and values (Harris 1998). This may occur without necessarily physically integrating the functional areas responsible for message creation and delivery (Duncan and Everett 1993; Stewart 1996).