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An entity within a larger firm that works within the overall corporate identity, but serves its own defined external market.
The organisational structure of an SBU is commonly not as disciplined as the organisational structure of the umbrella company, permitting the SBU to react more quickly to market changes and challenges.
See also:
Corporate identity
Market development
Market niche
Strategic marketing concept
Blanket coverage, Open observation, Advertising research, Multi-brand strategy, Consumer, Marketing intelligence, McKinsey Seven S's of Management (or 7-S Model), Sample (market research), Price maker, Internal analysis, Market segmentation, Cost-effectiveness (in media/advertising), Demographics, Ad rotation, Marketing cost analysis,
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