Today's Best Companies are Horizontally Integrated
Harvard Business Review
DECEMBER 14, 2012
In big companies, management teams focus on achieving the right level of vertical integration. Today, your management team should be giving more thought to horizontal integration. Customers' expectations have been raised by the handful of sellers, such as Amazon, Virgin Atlantic, and Apple, that manage to provide integrated experiences that are so distinctive and pervasive as to be branded—that is, uniquely associated with their names.