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 ?
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."--Wikipedia
in horizontal markets where a shutdown price does not exist, the results obtained from the multi-market sequential approach still offer more accurate estimates of the welfare change.
Gary Haider, vice president of sates for Midwest Group One, echoed Ortmayer's statements, adding, "There is now a trend into horizontal markets that were traditionally for high-pressure Laminate or melamine."
"As a result, the vast majority of Tablet PCs that shipped in 2003 went to vertical applications." Within horizontal markets, Tablet PCs are particularly targeted at large enterprises.
FCIA working groups focus on specific aspects of the technology, targeting both vertical and horizontal markets including storage, video, networking and SAN management.
"Clearly, the economic environment for large-scale systems continues to force designers to amortize as much R&D as possible from broader horizontal markets. Now we have one company integrating and creating the system memory interconnect, another providing the processing elements, and the open-source community providing a substantial part of the system software," said Bob Ciotti, lead for the Tera-scale Application Group at NASA Ames.
"This new relationship further enhances our ability to meet the specialized needs of vertical and horizontal markets as well as maximize the efficiencies and productivity gains resulting from access to mobile applications via the enhanced Sprint Nationwide PCS Network."
The advantage of this architecture is the ability to penetrate a broader range of horizontal markets versus the more vertical markets addressed by [SIGMA][DELTA] and pipeline (See Chart 1).
Within those vertical market segments the product is aimed at horizontal markets, and in particular at PR professionals, strategic planners, senior executives, and information professionals.
While this news may not seem particularly noteworthy, it signifies the continuing trend of cannibalization in which horizontal markets have achieved growth through acquisition of their more specific and tightly focused vertical cousins.
More specifically, horizontal markets are comprised of conventional competitors (firms that offer similar goods and services to the same set of potential customers); "Schumpetrian" competitors (firms that offer different goods and services that perform the same functions and hence potentially replace the original firm's products); and cooperators (firms that offer services that complement those of the target firm and hence can be produced or sold jointly).
With more than 200 members and affiliates in the U.S.A., Europe, and Japan, FCIA Working Groups focus on specific aspects of the technology that target both vertical and horizontal markets, including storage, video, networking, and SAN, management.

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