The strategy of expanding on the demand side of the network is sometimes called backward
integration.

Name: The strategy of expanding on the demand side of the network is sometimes called backward integration.
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Expanding on the demand side of the network is referred to as forward integration, not backward integration. Backward integration involves moving upstream in the supply chain (towards the raw materials), while forward integration moves downstream (towards the end consumer).

The Strategy of Expanding on the Demand Side of the Network