Though somewhat peripheral to the focus of this paper, we also note that the principal link between MO and BO is the customer, since BO provides a means of translating the long-term objectives of MO into an actionable set of activities. The most interesting observation from Figure 1 is what we have labeled as the NEXUS-the area where the dynamic interplay of IMC, MO, and BO occurs. The position labeled the NEXUS represents the region of commonality among MO, BO, and IMC. This provides the common link between the three concepts.