Companies in a fragmented industry can combine into a single, larger enterprise to build a more compelling national brand. What type of strategy are they using? Diversification Horizontal acquisitions Angel Investors Franchising An industry moves from the embryonic stage to the growth stage when a mass market starts to develop for its product. What three things spur a mass market to emerge? An influential lead adopter endorses the product, a leader from a different industry enters the market, and the industry consolidates through chaining. Technology advances to make the product easier to use, complementary products are B developed, and the industry finds ways to reduce the cost of the product and lower prices. A pioneering company gets a large influx of capital, inflation falls to lower the cost of the product, and the industry starts to grow through franchising An influential lead adopter endorses the product, a leader from a different industry enters the market, and the industry consolidates through chaining. Technology advances to make the product easier to use, complementary products are B) developed, and the industry finds ways to reduce the cost of the product and lower prices. A pioneering company gets a large influx of capital, inflation falls to lower the cost of the product, and the industry starts to grow through franchising The government provides incentives for people to buy the product, advertising D) makes more people aware of the product, and distribution is highly specialized with products available in only select markets Last saved 10:14:54 AM