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Healthcare Glossary
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Strategic business unit (SBU)
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
Related terms
Gross Domestic Product (GDP), Association of the British Pharmaceutical Industry (ABPI), Life cycle (product), Drivers, Segmentation, Territory, Direct response advertising (DRA), Data sheet, Four Ps, Decline Stage, Cost leadership, Mission statement, Price maker, Affiliate marketing, i-Coach,
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