Horizontal market

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A horizontal market is a set of diverse business and government entities grouped according to a common need for selected goods and services. In contrast, a vertical market is a chain of goods and services providers within a single industry or government sector. Horizontal markets spread across multiple industries but are based on one technology.


Computer security may be regarded as a horizontal market because a broad range of industries and government sectors purchase services and software to protect their computers. Legal services and accounting services also have horizontal markets.

The market for legal research software, on the other hand, may be called vertical because the software is directed at specialized requirements not generally found outside the legal services industry.

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