Some approaches to overcome this include building a strong market orientation and building a strong brand orientation. This allows for setting a positive cultural environment and will encourage routine cooperation, which will significantly assist in the implementation of IMC. From the model developed in this paper, there is a suggestion that IMC is positively associated with some performance metrics. There is also the suggestion that perhaps IMC mediates the relationship between market orientation and performance, or that IMC mediates the relationship between brand orientation and performance, or both. This conceptualization pro-vides a rich insight into how IMC might be linked to various performance measures. Finally, we see the conceptual model presented in the pa-per as being imminently testable. The measures of market orientation have been around for over a decade and are becoming well accepted.