Question

A few years ago, in order to gain market share, Blackboard™, a well-known learning management system software company used by many colleges and universities, joined forces with WEB CT™, another learning management system software company. Both companies were in the same industry and originally competed against one another. In business, we would call the joining of these two firms a(n) ________.

- vertical merger
- conglomerate merger
- horizontal merger
- applied acquisition

Answer 1

Horizontal merger.

Step-by-step explanation:

Merger is an absorption of one or more companies by a single existing company.

Types of merger:

-Vertical Merger

-Conglomerate Merger

-Marketing Extension Merger

-Product Extension Merger

-Horizontal Merger. A horizontal merger occurs when two or more firms in the same market, producing substitute products, join together to form a single firm. An example of a horizontal merger is that of two soft drink companies. The firms are competitors producing similar products.