It helps the company by increasing its participation in the total life cycle of the product. This increases the power of the company to decide everything that can be done with the product. Indeed, if you consider a product, it is simply not the company whose name is printed on the product, but many other parties involved in the design, production and post-production process of the product. product, but the company on the product label is the one that decides everything. Horizontal integration, on the other hand, is a strategy in which a company involved in one phase of the product acquires the company that can be used in the next phase and continues to build the product. It is a type of integration in which a company acquires the company in the same value chain to increase its size, resources and reduce production prices, reducing management costs, etc., to provide better value to the customer. This is what market consolidation is, which also increases the R&D of the product so that the company can increase its