Horizontal market
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Horizontal markets : two markets are horizontally related if the two goods in question are substitutes or complements in production or consumption.
Dr. George Davis's (2005) 3 examples of horizontally related markets are:
- portable CD players and portable cassette players (substitutes)
- French fries and hamburgers (complements)
- new text books and used text books (substitutes)
An easier definition of a horizontal market is a market that "Sell materials or services that any company needs, not those used for manufacturing or production. Services include MRO, benefits management, and procurement process management. Examples: Ariba Network, CommerceOne's MarketSite.net, EmployEase. Synonyms: functional market, hub. (See MRO.)" [1] Staples Office Supply sells to a variety of customers, not just B2B. AppleOne is an employee resources group, offering staffing solutions to a variety of business, not just one in particular.
