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as we know that horizontal mermer will take place between 2 firms of same line it busines its adv is availability of resources,increase in profitability,increase in business operation and variety,can have competitive advantage.. in case of vertical integration the dependence on supplier co. will reduce,also lead to direct contact with custemers if acquires a retail shop,have a eye on market condition,in some case leads to monopoly and enjoy more profits......

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