Horizontal Market

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Horizontal Market

1. The market for a product that is used in a wide number of industries. For example, the market for utilities may be considered horizontal because nearly every person and every industry needs electricity and water. Horizontal markets may be considered more stable than vertical markets.

2. The market for a product that complements or substitutes the market for another product. For example, cake and ice cream have horizontal markets because they appeal to the same people, who often buy them together.
References in periodicals archive ?
Meanwhile, the Online and Mobile horizontal market saw an eight percent increase in volume between 2012 and 2013.
It is distinguished from a horizontal market, in which vendors offer a broad range of goods and services to a large group of customers with wide range of needs, such as businesses as a whole, men, women, households, or, in the broadest horizontal market, everyone.
However, they also appeal to various other vertical and horizontal markets.
Pixetell Affiliate Program Partners Target Horizontal Markets and Vertical Industries to Help Meet Growing Demand for the Rich Communications Product
Dittrich has terrific industry experience in solution selling and market development which will help implement the Company's new strategic and marketing focus on both vertical and horizontal markets for the Internet appliance market.
A recent series of IDC studies combine a demand-side view of the overall business process outsourcing (BPO) market along with specific findings for four key horizontal markets - HR, customer care, procurement, and finance and accounting.
This group will add value within each of Telxon's targeted vertical market segments, while providing a channel for Telxon's new products into the broader horizontal markets.
Netguru provides IT services targeting horizontal markets including financial services, insurance, and the technology sector including software developers and hardware industries.
They come from varied horizontal markets such as automotive, medical, electronics, photographic, printing, graphics and signage.
The targeted vertical markets include financial services, health care, government, retail, distribution and manufacturing, and the horizontal markets of electronic commerce, accounting, enterprise resource planning (ERP), customer management, and document management, imaging and workflow management.
Franklin's American retail accounts are being segmented into vertical and horizontal markets.
With multiple partner companies at various stages in their development and focused on different vertical and horizontal markets, the ICG story can be a complex one to tell," said Walter Buckley, ICG Chairman and Chief Executive Officer.

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