What do you mean by verticilazation in media business?

Question

Advantages and disadvantages and examples

Answer 1

In recent years, enterprise system (ES) software markets have been very dynamic. While

contemporary customers are increasingly seeking ES solutions that require less and less

customization and implementation effort, it is unclear whether all ES providers should take

the "vertical" path of offering functionality tailored to specific industries. Given the lack of

conceptualization that explores ES markets' segmentation, this paper offers a typology of

generic verticalization strategies and matches ES providers' organizational characteristics of

size and scope with the most effective verticalization strategy. A dynamic dimension is

introduced to this framework by analyzing recommended strategies for market entry and

growth. Finally, the applicability of the exploratory framework is illustrated using examples

from the customer relationship management (CRM) software market.