In the 1990s,media firms sought to control the production and distribution of many fields,as opposed to limiting their scope to their traditionally specific fields.This is referred to as:

A) vertical integration.
B) horizontal integration.
C) lateral integration.
D) total integration.
E) cultural integration.

Horizontal Integration

A business strategy where a company acquires or merges with other companies at the same level of production in the same or different industries to increase market share and reduce competition.

Vertical Integration

A strategy where a company expands its business operations into different steps on the same production path, such as when a manufacturer owns its supplier and/or distributor.