Why do firms grow in ahorizontal manner?
Horizontal is usually considered product expansion or the introduction of an existing product into new markets.Two examples, let's say you sell shampoo. You could expand in terms of types of shampoo -- shampoo & conditioner or dandruf shampoos or tear-less for kids/babies. And you could also grow horizontally into very different markets using similar manufacturing or materials... like shampoo for pets, cats, dogs, or perhaps into carpet cleaner shampoos, etc.
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