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. Others serve horizontal markets for goods and services that can be found in many different industries, such as office equipment or transportation.
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