It can be see that in this region, there is an equal contribution from MO, BO, and IMC. Clearly, the dominant feature of this region is simultaneous focus on customers, inter functional coordination, and brand identity. The larger this region can be made, the closer the harmonization between MO, BO, and IMC, and the more effective the organization becomes at building brand equity (or however performance is measured). This suggests that a full understanding of the dynamics at the NEXUS between the three concepts involves understanding the shared commonality of focus. The three concepts are concerned with meeting the needs of customers while recognizing that IMC has to meet the needs and expectations of a wide range of other stakeholders, such as investors, media, and employees. There is also an indication that fundamental to all three concepts is the need for integration, without which there is no cultivation of shared meaning or commitment.