horizontal diversification
Definition:
The process of adding new products which broaden the mix of products offered to existing customers and which may or may not be related in technological requirements to the existing product mix.
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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [George Avlonitis],.