Horizontal Market

Horizontal Market – A horizontal market is a system with services, needs and information pertaining to numerous types of industries.  The opposite of a horizontal market is quite obviously a vertical market where consumers are able to trade within only a specific industry.  Horizontal markets are arguably most prevalent within technology and computer software companies.  A prime example of a horizontal market within the computer software arena is desktop computer graphics.  A customer within this particular market can buy or sell a multitude of graphics that specifically pertain to medical care, economics, government, or any other industry.