To increase their power within a channel of distribution, a company can use a _____ strategy, which would involve an acquisition or merger with another company at the same level in the distribution channel.
A) vertical integration
B) horizontal integration
C) multichannel distribution
D) dual channels of distribution

Question

Quizplus · Accepted Answer

Horizontal integration involves acquiring or merging with another company at the same level in the distribution channel to increase power and market share.

To Increase Their Power Within a Channel of Distribution, a Company