What is horizontal positioning?
Horizonal positioning is the business practice of selecting an area of specialization based on demographic or psychographic client factors. This is in contrast to vertical positioning which selects an area of specialization based on an industry vertical.
Here are application examples of both approaches.
- Consulting to consumer beverage companies
- Consulting CEOs in managing change in disruptive environments
David C. Baker discusses the pros and cons of horizontal versus vertical positioning in his book, The Business of Expertise.