Respuesta :
Kelly rose, inc. uses horizontal integration type of channel of distribution for its premium brands.
What is Horizontal Integration?
Acquisition of a company that produces or provides comparable goods or services and operates at the same level of the value chain as the target company is known as horizontal integration. As opposed to vertical integration, which involves businesses expanding into activities upstream or downstream that are at various stages of production,
Horizontal integrations assist businesses in increasing their size and revenue, entering new markets, diversifying their product lines, and lowering competition.
Regulatory scrutiny, fewer consumer options, decreased internal flexibility, and the propensity to destroy value rather than generate it are drawbacks of horizontal integration.
A business can horizontally integrate by joining forces with another business, purchasing another business, or growing its internal operations.
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