Sanibel Autos Inc. merged with its competitor Vroom Autos Inc. This allowed Sanibel Autos to use its technological competencies along with Vroom Autos' marketing capabilities to capture a larger market share than what the two entities individually held. What type of integration does this scenario best illustrate?

Question

Quizplus · Accepted Answer

The scenario best illustrates horizontal integration. Horizontal integration is the process of merging with a competitor at the same stage of the value chain.