Universal Accounting Standards - 954 Words

Universal Accounting Standards Issue The internationalization of business activities has increased exponentially over the past 3 decades. Because the accounting standards and practices of different countries have developed in response to diverse environments, accounting has developed with strong national accents . As a result, multinationals with branches and investments in a wide array of countries find it difficult to achieve a consolidated financial report. Further, investors in these multinationals have trouble evaluating financial statements formed from a multitude of unusual (to the investor) accounting standards, forcing them to make less informed decisions. The benefits of a set of uniform accounting standards include†¦show more content†¦Other countries even report that international standard setters appear to have little or no sympathy for the fact that some countries need to incorporate their adopted international standards in national law or regulation. Lastly, with styles of communication diff erent all across the globe, other countries contest that they would have difficulties understanding the ordering of text in the laws of uniform accounting standards since logic and structures are not the same everywhere. 3. Sarbanes-Oxley Act The Sarbanes-Oxley legislation came into force in 2002 and introduced major changes to the regulation of financial practice and corporate governance . The act created a new regulator for the accounting industry: the Public Company Accounting Oversight Board . The regulations put forth are stringent were in response to situations such as Enron. Under current conditions, few, if any, countries accounting standards would pass through all of the regulations of Sarbanes-Oxley. This makes it more difficult to bring the U.S. into the harmonization process. Although steps are being made to harmonize with U.S. standards, there will not be a complete harmonization in the near future for reasons such as the Sarbanes-Oxley Act. Outlook With many major countries and economic blocs accepting IFRS or harmonizing their form of GAAP with IFRS, we are on the right track to creating uniform accounting standards worldwide. With today’s changing economies across theShow MoreRelatedReport : Pakistan And Bank Limited ( Hbl ) Pakistan3164 Words   |  13 PagesExecutive Summary 2 JB HI_FI Australia and Habib Bank Limited (HBL) Pakistan 3 Introduction: 3 Analyses under the light of accounting standard: 3 Accounting profession: 3 Accounting Bodies in Pakistan: 4 Accounting Bodies in Australia: 5 Analyses under the light of JB hi-fi Australia: 6 Analyses under the light of Habib Bank LTD Pakistan: 10 Reasons for International accounting differences: 12 Religion: 12 Strategies of JB Hi-fi and Habib Bank ltd: 13 Cultural: 13 Hofstede’s Cultural Dimensions: 14Read MoreFinancial Accounting And Reporting Standards1426 Words   |  6 Pages Financial Accounting and Reporting Standards Jeremy J Boston Saint Leo University â€Æ' Abstract Financial accounting has become more complex as our country grows. 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Economical Analysis of Caterpillar Inc Free Essays

This report will look into the use of micro and macro-economic by business management to determine business performance, future forecasts and investment decisions. Section 1 will consider management of a UK-manufacturing business, determining that the use of microeconomics will lead to the consideration and macro fundamentals. To provide relevant examples, section 23 will consider management of Caterpillar Inc. We will write a custom essay sample on Economical Analysis of Caterpillar Inc or any similar topic only for you Order Now , a global manufacturer of construction and mining machinery. Section 1 – Micro/Macro Economics This question will look into the factors under consideration by management in the UK, taking both a micro and macro-economic view. From a micro-perspective, management may look into the buying behavior of the biggest customers for their goods, (Boyes, 2012). Microeconomics considers the behaviour of individual consumers and businesses to understand the decision-making process; given this, management can use microeconomics to determine the buying behavior of their major customers. This may help management identify determinants that affect their customers buying behaviour such as economic fundamentals, which could then be used to build forecasts (Kreps, 2004). To support analyses, management could also consider macroeconomics and the wider economic outlook, given that the outlook and confidence in the economy will impact on individual business confidence. To provide an example, the study of micro-economics may then lead into a more macro view; if management determines that buying from local customers is depressed they may then consider the performance of the UK economy to determine why customers buying are lower than expected. Looking into macroeconomics, a business may look into variables such as GDP growth, inflation, employment and purchasing managers index (PMI) to gauge a view on the performance of the economy, (Arnold, 2010). For example, if the economy was performing better than expected, the business may be willing to increase production and build up stockpiles in anticipation of increased buying in the future. On the other hand, if the business considers economic fundamentals to be weak, they may decide to cut production early to reduce stockpiles (Singh, 2013) [Online]. If the company sells products internationally, then management should also consider international economic performance and exchange rates in order to gauge both international demand and prices received in the home currency. International performance may also help determine decisions in terms of future investment, if the company is developed in its home market. For example, a manufacturer of car-parts may consider forecasted exchange movements and economic conditions (e.g. future demand for cars) to determine future direction of investment (Miller, 2013). Section 2 – Economic Theory Focusing on a microeconomic perspective, management may consider sediment from customers to determine future forecasts for the market. For example this question will consider the role of management will in a real-world company. Take mining-services companies such as Caterpillar Inc., and Joy Global Inc. To gauge demand these companies may look into forecasts from major miners and so major customers such as Rio Tinto, BHP Billiton and Glencore-Xstrata (PWC, 2013). If these miners are bearish on market performance and demand for their commodities, then services companies such as Joy may take a bearish stance in anticipation of weaker demand in the future, (McDonald, 2013) [Online]. For example, over the economic downturn, sales to mining companies fell drastically as low commodity prices forced major miners to cut costs to remain profitable. This is important as the business demand from a certain area may be dominated by a few; for example take Caterpillar. If the business has an opera tion in Perth, Australia, it is more than likely that demand would be subject to iron ore production, which is dominated by majors such as BHP Billiton and Rio Tinto. With this, Caterpillar would play close attention to these companies; there competitiveness, demand for their products, future capital expenditure plans etc. Management of Joy and Caterpillar both reacted by cutting capacity as sediment from miners continually weakened over the years; yet company presentations and reports from both companies contained quotes and reference to major miners, underscoring the importance of sediment (forecast and opinions) from customers. Using these variables would help management forecast future demand, which could then be used to build forecasts for the future performance of the company. Taking macroeconomic factors, companies such as Caterpillar Inc., would focus on economic variables in a bid to forecast future economic conditions. For example, Caterpillar’s two major markets are mining and construction machinery/ services. Given this, the business may focus attention onto Chinese macro-variables such as GDP Growth, Investment Growth and PMI to determine future production growth, which would then impact on construction and heavy-industry demand. This would then support demand for commodities and thus demand from Caterpillar’s mining customers. Given the scale and time-frame of some investments, businesses will need to construct long-term forecast models to calculate return on investment and the underlying demand in a market. By focusing on these variables, the company should be better equipped to forecast demand for their products and so tailor their production to meet market conditions. Section 3 – International Expansion To answer this question, the management at Caterpillar will be considered investing in a non-EU market, taking Peru as the example. Peru has been chosen because of its buoyant economic conditions and booming mining industry, supported by the country’s wealth of minerals, most notably copper (KPMG, 2014). Furthermore, the booming mining industry has supported economic development, thus supporting the construction industry and need for infrastructure development. Given this, demand for Caterpillar’s goods should remain resilient, which could support a greater investment into the country. Additionally, surrounding Latin American economies such as Argentina, Chile and Brazil remain strong, which could create further demand for production from the Peruvian operations. In terms of Caterpillar, one area of interest will be the mining industry. Currently, Peru is the second largest producer of copper, behind neighbour Chile, as well as the second largest producer of silver and sixth largest producer of gold. Over the past few years, investment has poured into the sector, as a number of major copper projects were announced to feed growing demand from China. According to the Peruvian Mines and Energy Ministry, copper production in 2013 is forecast at 1.57mt, representing an 18% increase over 2012, which stemmed from a 7.8% increase in 2011 (Huamani, 2014), while the current value of mining investments in the country tops $10Billion, led by major miners BHP Billiton and Rio Tinto. Since investment activity in Peru has been the major driving force behind the private sector development, the Peruvian government has become more welcoming of business, which should benefit expansion plans by Caterpillar (Ernst Young, 2014). Table 1 below displays a number of key economic indicators for Peru (IMF, 2013) Table 1 – Key Economic Indicators – Obtained from IMF (2013) Caterpillar should also consider the stability and availability of the local currency. The national currency is the Peruvian Sol, which has remained relatively stable versus the U.S Dollar over the years (Bloomberg, 2014) [Online]. Caterpillar could also complete a SWOT analysis to determine the potential benefits/ risks behind an investment. Strengths Strong real GDP growth and the introduction of tax reforms have strengthened the public accounts, with the country’s relatively strong fiscal position expected to provide support for the economy in the long term. Peru’s investment grade status should keep foreign investment flows anchored over the long term. Weaknesses Peru’s heavy reliance on commodity exports will weigh on the country’s trade dynamics in the next few years, as a hard landing for China’s economy has the potential to dampen both demand and prices for key commodities such as copper. Underdeveloped infrastructure, capacity constraints, declines in major mining firms’ capital expenditure programmes, and continued social unrest could weigh on output levels over the medium term. This would then impact on demand for mining equipment from the likes of Caterpillar. Opportunities Another wave of privatisation schemes for several state-run companies across various sectors could help to deepen financial markets and ease the mining bias of the country’s equity market, (OECD, 2013) A growing middle class will make consumer-related sectors such as retail food and drink increasingly attractive for investors over the medium-to-long term. This should then support urbanisation in the country, which in turn will support construction projects and demand for machinery, (BBVA, 2014) Threats Social divisions within Peru threaten the economy in a variety of ways. A continued intensification of strike action could impact growth and mining output, while heightened unrest and an opposition-dominated congress could pressure the administration into substantial spending increases, weighing on the country’s fiscal position, (OECD, 2013) The end of Peru’s export boom in light of a weakened global demand has the potential to expose the country’s structural imbalances and dampen investment into vital infrastructure. Caterpillar would also consider government policy and attitudes towards spending and regulation. In terms of regulation, Peru has continued to simply legislation to attract more investment, with KPMG (2013: 21) saying â€Å"Foreign investors may set up any business enterprise in Peru without limitation and engage in any kind of business†. Furthermore the business would consider the corporate tax rate, which currently stands at 30% (KPMG, 2013). Additionally, in terms of government revenue, Table 1 shows that as government expenditure as a proportion of GDP continues to rise over the forecasted period, government net debt falls, suggesting increasing government revenues and a more stable fiscal outlook. The outlook for monetary policy may also be considered, with current sediment suggesting that Peru’s central bank will hold its benchmark policy rate at 4%, as the country looks to push down its inflation rate. Given this, it is expected that policymakers will continue to stimulate growth in the economy through government spending and also further reductions in reserve requirements for commercial banks, which should stimulate growth and support demand for Caterpillar’s construction machinery. Caterpillar may also consider demand in neighboring countries such as Brazil and Chile, which like Peru are seeing mining investment to drive production, (Scotiabank, 2014). This provides the opportunity for the investment in Peruvian operations to be seen by the company as a Latin American investment, supplying goods for export to nearby demand centres. This could be supported in Peru given the country has a number of free-trade agreements in place with Brazil, Chile, USA, China, South Korea. To conclude, Caterpillar will take into account a wide-breath of economic indicators to determine confidence in future forecasts. While the outlook does look positive, headwinds will remain, with growth in Peru determined greatly by demand for its commodities, and thus focused primarily on China. However, a strong pipeline of mining projects and also buoyant infrastructure spending should support an underlying demand for Caterpillar’s equipment which should warrant investment in the country. References Arnold, R (2010): Macroeconomics, USA, South Western. BBVA (2014): Peru Economic Outlook: First Quarter 2014, UK, BBVA Research. Bloomberg (2014) [Online]: USD-PEN Exchange Rate, Available at http://www.bloomberg.com/quote/USDPEN:CUR, Accessed 01/04/2014. Boyes, W and Melvin, M (2012): Microeconomics, USA, South Western. Ernst Young (2014): Peru’s mining metals investment guide, London, Ernst Young. Huamani, G (2014): Mining in Peru; March 2014, Peru, Ministry on Energy and Mining. IMF (2013): Data and Statistics Workbook; October 2013, USA, IMF. KPMG (2013): Investment in Peru, UK, KPMG. KPMG (2014): Country Mining Guide; Peru, UK, KPMG. Kreps, D (2004): Microeconomics for Managers, New York, WW Norton Company. McDonald, M (2013) [Online]: Weak Mining sector makes Caterpillar cut forecast, Available at http://www.miningaustralia.com.au/news/weak-mining-sector-makes-caterpillar-cut-2013-prof, Accessed 03/04/2014. Miller, K (2013): A Framework for Integrated Risk Management in International Business, Journal of International Business Studies, 23 (2), pg311-332. OECD (2013): Latin America Economic Outlook 2014, USA, OECD Research. PWC (2013): Mine 2013; A confidence crisis, London, PWC. Singh, S (2013) [Online]: Caterpillar cuts forecasts on decline in sales to mining, Available at http://www.bloomberg.com/news/2013-04-22/caterpillar-profit-misses-analysts-estimates-on-mining-slowdown.html, Accessed 03/04/2014. Scotiabank (2014): Latin America; Regional Outlook, USA, Scotiabank Research. How to cite Economical Analysis of Caterpillar Inc, Essay examples

Marco Polo Essays (746 words) - Marco Polo, Cathay, Kublai Khan

Marco Polo Marco Polo While I lay here, on my death bed, I think how can my friends accuse me of lying! They asked me if I had exaggerated any of my adventures and I didn't understand why they felt I would do this. I told them I haven't even revealed half my stories and adventures! I have traveled and done so much. In my popular book, The Travels of Marco Polo, a detailed version of my journeys is written. The people I thank most for what they have done for me are my father and uncle, who were merchants. They traveled far into Asia when I was young and when they came back, they told me the greatest stories of their adventures. Those stories inspired me to travel with my father to Asia when I was 17. I remember this voyage being one of the hardest of them all. I had to hike across miles and miles of hot deserts and get ships to sail back to Venice. I stayed in Asia for 24 years. Then I traveled back to Venice and told some of my stories and adventures. After that, I started a journey in Venice and sailed t o Damascus. From there, I walked across Asia's deserts and traded with Kublai Khan, who was extremely welcoming to me and my family. I was in awe with Kublai Khan. Khan's summer palace was built like a giant tent of sliced bamboo; it was beautiful! The palace lit up the city of Shang-tu. I then traveled through Cathay. I was astonished by the wonders I saw there. There, I discovered coal fuel which was stones that burned like logs. If you put them on the fire in the evening and see that they are well alight, they will continue to burn all night, that you will find them still glowing in the morning. Another amazing accomplishment I discovered in Cathay was the Imperial Post. There were three classes: second was a foot-runner service, first was delivered faster, on horseback, and top priority which used a despatch rider and a relay of fresh horses could deliver a message 300 miles away within 24 hours! I wrote a lot about the wonders of Cathy in my book and I bet if someone reads about it, they will be motivated to experience what I did! When I was done exploring Cathy, Kublai Kahn sent me, as an emissary, to some kingdoms which allowed me to vis it the major silk areas of the Far East. Then I sailed around the tip of India, past Calicut and through the canal between Arabia and Asia. After that, I walked to Constantinople. At the end of that long journey, I sailed back to Venice with my goods. When I returned, I was wearing tattered rags of traveling clothes but, underneath was a fortune of ivory, jade, jewels, porcelain, silk and other treasures. One of the funniest things I did throughout all my journeys had to be when I tricked the people in Italy by telling them my foreign money was worth the same amount of money used there-it worked! After spending a few years back in Venice, my homeland, I became captain of a ship and fought a naval battle against Genoa for rights to the Mediterranean trade routes. During that battle, I was taken prisoner and, while I was in jail, I wrote The Travels of Marco Polo with the help of a writer who shared the jail cell with me. This book explained in detail, all my adventures and stories. Writing that book pretty much marked the end of my career as being a traveler. Now, it is 25 years later and I am laying in my death bed. I hope that my stories and writings will help future travelers like me. Maybe one day someone will be inspired by my great journeys and discover a continent called America or something. Hmm... maybe I am dreaming but I hope that what I have done comes to some good use in the future. Bibliography 1) Stefoff, Rebecca, Marco Polo and the Medieval Explorers. New York: Chelsea House Publishers, 1992. 2) Pages Through the Ages, Marco Polo, www.oakview.fcps.edu/, 11/1/98. 3) Research papers, Marco Polo,

Unequal income distribution in USA essays

Unequal income distribution in USA essays Unequal Income Distribution in the U.S.A. In recent years, increasing inequality in the distribution of income has been a subject of considerable public concern, political attention, and academic research. Income inequality is a measure of how equally the income pie is divided among all members of society. The relative income, or gauge, can be defined how well the poor are doing economically compared to the rich. In other words inequality is a measure of how equally the income pie is divided among all members of society. According to Paul Ryscavage in Income Inequality in America, income is influenced by several social, economic, and demographic factors. Occupation, industry of employment and source of income represent the economic factors. The main social factors are household composition, education level, and education quality. Finally, age, sex, and race compose the demographic factors (15). Socio-economic diversity can be a clean representation of how well income is distributed among social groups. In an ideal society the majority of households should have incomes above the cost of basic needs to create a well-balanced economy. Therefore, the foundation of economic success is based largely on this distribution providing a strong middle class that can support the economy and no extreme income gap between rich and poor guarantees economic stability. On the other hand inequitable income distribution may not only lead to economic problems, but also social problems. In Created Unequal, Peter Galbraith believes that income distribution analysis shows that the gap widens more and more between social groups and creates problems (3). These problems can damage the developing process of a society, thus finding solutions to create a well-balanced income distribution is essential for present governments. Through the historical review of the background of the issue of income distribution one can present possible solution...

Imitation - Definition and Examples in Rhetoric

Imitation s in Rhetoric Definition In rhetoric and composition, imitation is an exercise in which students read, copy, analyze, and paraphrase the text of a major author. Also known (in Latin) as  imitatio. It is a universal rule of life, says Quintilian in the Institutes of Oratory (95), that we should wish to copy what we approve in others. Etymology From the Latin, imitate Examples and Observations Never hesitate to imitate another writer. Imitation is part of the creative process for anyone learning an art or a craft. . . . Find the best writers in the field that interests you and read their work aloud. Get their voice and their taste into your eartheir attitude toward language. Dont worry that by imitating them youll lose your own voice and your own identity. Soon enough you will shed those skins and become who you are supposed to become.(William Zinsser, On Writing Well. Collins, 2006)The writers we absorb when were young bind us to them, sometimes lightly, sometimes with iron. In time, the bonds fall away, but if you look very closely you can sometimes make out the pale white groove of a faded scar, or the telltale chalky red of old rust.(Daniel Mendelsohn, The American Boy. The New Yorker January 7, 2013) Red Smith on Imitation When I was very young as a sportswriter I knowingly and unashamedly imitated others. I had a series of heroes who would delight me for a while . . . Damon Runyon, Westbrook Pegler, Joe Williams . . .. I think you pick up something from this guy and something from that. . . . I deliberately imitated those three guys, one by one, never together. Id read one daily, faithfully, and be delighted by him and imitate him. Then someone else would catch my fancy. Thats a shameful admission. But slowly, by what process I have no idea, your own writing tends to crystallize, to take shape. Yet you have learned some moves from all these guys and they are somehow incorporated into your own style. Pretty soon youre not imitating any longer. (Red Smith, in No Cheering in the Press Box, ed. by Jerome Holtzman, 1974) Imitation in Classical Rhetoric The three processes by which a classical or medieval or Renaissance man acquired his knowledge of rhetoric or anything else were traditionally Art, Imitation, Exercise (Ad Herennium, I.2.3). The art is here represented by the whole system of rhetoric, so carefully memorized; Exercise by such schemes as the theme, the declamation or the progymnasmata. The hinge between the two poles of study and personal creation is the imitation of the best extant models, by means of which the pupil corrects faults and learns to develop his own voice. (Brian Vickers, Classical Rhetoric in English Poetry. Southern Illinois University Press, 1970) The Sequence of Imitation Exercises in Roman Rhetoric The genius of Roman rhetoric resides in the use of imitation throughout the school course to create sensitivity to language and versatility in its use. . . . Imitation, for the Romans, was not copying and not simply using the language structures of others. On the contrary, imitation involved a series of steps . . .. At the outset, a written text was read aloud by a teacher of rhetoric . . .. Next, a phase of analysis was used. The teacher would take the text apart in minute detail. The structure, word choice, grammar, rhetorical strategy, phrasing, elegance, and so forth, would be explained, described, and illustrated for the students. . . . Next, students were required to memorize good models. . . . Students were then expected to paraphrase models. . . . Then students recast the ideas in the text under consideration. . . . This recasting involved both writing as well as speaking . . .. As part of imitation, students would then read aloud a paraphrase or a recasting of ones own text for the teacher and his classmates before moving on to the final phase, which involved correction by the teacher. (Donovan J. Ochs, Imitation. Encyclopedia of Rhetoric and Composition, ed. by Theresa Enos. Taylor Francis, 1996) Imitation and Originality All of these [ancient rhetorical] exercises required students to copy the work of some admired author or to elaborate on a set theme. Ancient dependence upon material composed by others may seem strange to modern students, who have been taught that their work should be original. But ancient teachers and students would have found the notion of originality quite strange; they assumed that real skill lay in being able to imitate or to improve on something written by others. (Sharon Crowley and Debra Hawhee, Ancient Rhetorics for Contemporary Students. Pearson, 2004) Also See Sentence ImitationMimesisCommonplace BookCopiaDissoi LogoiImitating the Style of the  Spectator, by Benjamin FranklinPasticheProse Sentence-Imitation Exercises Sentence-Imitation Exercise: Complex SentencesSentence-Imitation Exercise: Compound SentencesSentence-Imitation Exercise: Creating Sentences With CommasSentence-Imitation Exercise: Creating Sentences With Semicolons, Colons, and Dashes

Personal Leadership statement Example | Topics and Well Written Essays - 250 words

Leadership - Personal Statement Example By using these skills, characteristics and techniques, there is the ability to work more effectively with others in a company. There are a variety of benefits by looking at skills and characteristics of a transformational leader. If I focus on these attributes, then the openness, communication and the work as a team will be better to work with. This is combined with the ability for transformation to occur with openness and willingness to work with new ideas. With innovation and experimentation, there will be the ability to change the working environment and the approaches which are taken in the workspace. While this openness is important, I also believe it is important to create a sense of leadership by guiding and sticking with the goals and vision of the company. This is able to work as a guide while monitoring what types of innovation are used as well as what maintenance is required for the company. Mediating between these two aspects is one which not only provides transformation, but also offers guidance through various skills and characters that assists and supports the company. Gong, Y, JC Huang, JL Faith. (2009). â€Å"Employee Learning Orientation, Transformational Leadership, and Employee Creativity: The Mediating Role of Employee Creative Self – Efficacy.† The Academy of Management 31. Pieterse, AN, D Knippenberg. (2010). â€Å"Transformational and Transactional Leadership and Innovative Behavior: The Moderating Role of Psychological Empowerment.† Journal of Organizational Management 81

Integrated Marketing Communication To Build Brands Essay

Integrated Marketing Communication To Build Brands - Essay Example To find a relationship between IMC, market orientation (MO), learning orientation (LO), brand orientation (BO) and brand performance 1000 questionnaires were mailed to 1000 organizations in Australia. MO has a direct positive relationship but LO do not have the relationship. Again BO has the relationship Both IMC and BO have a direct positive relationship with brand performance. IMC has a significant role to play in promoting the performance of the brand in the market. Conceptual approach redefining and supporting the empirical relationship could have been done.To find a relationship between IMC, market orientation (MO), learning orientation (LO), brand orientation (BO) and brand performance 1000 questionnaires were mailed to 1000 organizations in Australia. MO has a direct positive relationship but LO do not have the relationship. Again BO has the relationship Both IMC and BO have a direct positive relationship with brand performance. IMC has a significant role to play in promoting the performance of the brand in the market. Conceptual approach redefining and supporting the empirical relationship could have been done.Laric & Lynagh (2010) Role of IMC in sustainability marketing Based on operations of various firms and organizations, the ways as to how they tackle challenges by IMC Conceptual Approach Role of sustainability is very essential in organizations and IMC plays an effective part in enhancing it The key focus of the research was on sustainability and it has been marked as an important concept for organization. Both sustainability and IMC are important for organizations as they are correlated. A more in-depth analysis could have made the findings more viable. To examine the linkage between IMC and revenue generation. Earlier literature about IMC have been analyzed and propositions formulated and model has been developed Conceptual Approach. Internal marketing has an important role to play in organizations for generating revenue. Internal marketing enha nces the relationships among brand orientation, market orientation, and IMC. Both internal marketings, as well as intra-organizational marketing in the form of IMC, are important for organizational performance Propositions once developed are better evaluated by an empirical approach. To examine the effect of customer and competitor orientation and inter-functional coordination on the brand orientation that in turn affect to brand performance in SMEs. The hypothesis was developed and questionnaires were mailed to 4502 SMEs in Finland regarding the topic. Empirical Approach Customer orientation along with inter-functional coordination has an effect on brand orientation but competitor orientation does not have the relationship. The constructs of IMC has a direct impact on the brand performance.   Brand orientation and market orientation are directly related to the positive performance of the brand. More focus on the core concept of IMC should have been made. To focus on the concept o f IMC as a relationship-building strategy Random sample of communicating professionals from 1000 non-profit organizations were selected and the quantitative online survey was conducted.