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.
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