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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
Database marketing, Marketing research (MR), Pilot programme, Big pharma, Test marketing, New product development (NPD), Business portfolio, Ambient media, Alpha/beta testing, One to one marketing (1:1 marketing) , Brainstorm, Omnibus survey, Marketing consultant, In-Company training, Marketing objectives,
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