Horizontal Integration

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Contributed by: Ed Walters

Horizontal Integration

What is Horizontal Integration? Description

Like its counterpart, Vertical Integration, Horizontal Integration is a potential strategic move which a firm may consider. Horizontal Integration means to acquire business activities at the same level of the value chain. This can mean:

  • Acquiring activities dealing with similar products, so that synergies accrue and there is a degree of ‘sensible’ diversification. For example complementary confectionary products supported by the same basic marketing messages.
  • Acquiring activities that are substitutes for one’s products. Hence a firm can cover the threat from substitutes implicated as one of Porter’s 5 Forces. For example Canon moving into digital camera's.
  • Acquiring competitors. In this way reducing the threat from competition.
  • Completing the product range which is ‘expected’ by the customer. For example, Microsoft has pursued this strategy with its Microsoft Office Software.

Usage of Horizontal Integration. Applications

Strategic Planning.

Steps in Horizontal Integration. Process

See: Acquisition Integration Approaches

Strengths of Horizontal Integration. Benefits

  • Economies of scale.
  • Synergy. Economies of scope.
  • Defense against substitutes.
  • Reduction in competition.
  • Fulfilling customer expectations.
  • Increased negotiation power. Get more leverage over powerful suppliers or customers.

Limitations of Horizontal Integration. Disadvantages

  • Synergies may be more imaginary than real. A famous example was SAAB with its cars and aircraft.
  • Substitutes market is often very different. To turn an acquisition into a success is a big and lengthy management challenge.
  • Reduction in competition, or even a monopoly, may lead to anti-trust issues.

Horizontal Integration Special Interest Group

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Forum about Horizontal Integration  

The most recent topics about: Horizontal Integration.

Disadvantages of Horizontal Integration
Are there besides the limitations mentioned above still more disadvantages of horizontal integration? Why? (...)
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🔥 NEW Examples and Case Studies of Horizontal Integration
Who can share and explain an example of horizontal integration? Thanks... (...)
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Advantages of Horizontal Integration
Are there besides the benefits mentioned above still more advantages of horizontal integration? Why? (...)
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Best Practices about Horizontal Integration

Here you will find the most valuable ideas and practical suggestions.

Expert Tips about Horizontal Integration

Here you will find professional advices by experts.

Two More Forms of Strategic Integration

Strategy, Corporate Integration (...)
Information Sources about Horizontal Integration

Here you will find powerpoints, videos, news, etc. to use in your own lectures and workshops.

Mergers, Acquisitions & Corporate Control

Corporate Control, Mergers and Acquisitions, Anti-takeover Measures, Synergies (...)

Vertical Integration and Horizontal Integration

Difference Between Vertical Integration and Horizontal Integration (...)

Antitrust Enforcement

Horizontal Mergers (...)

Horizontal Mergers

Competition policy, prices (...)

Open Source Projects

Horizontal Innovation Networks (...)

Compare with Horizontal Integration: Vertical Integration  |  Value Chain  |  Porter Five Forces  |  Leveraged Buy-out  |  Acquisition Integration Approaches  |  Parenting Styles  |  Core Competence  |  Insourcing  |  Co-opetition

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