Editing Cross elasticity of demand (section)

==== Horizontal integration ====
In markets with few competitors, cross elasticity between rivals are likely to be high,<ref>{{cite web |title=Cross elasticity of demand {{!}} Economics Online {{!}} Economics Online |url=https://www.economicsonline.co.uk/Competitive_markets/Cross_elasticity_of_demand.html |website=Economics Online |access-date=26 April 2021 |date=13 January 2020}}</ref> this makes firms in the market vulnerable to [[price competition]]. Horizontal integration, usually [[mergers]], could reduce said risks by reducing competition in the market. For example, when [[Anheuser-Busch InBev]] (the world's biggest brewer at the time) acquired [[SABMiller]] (InBev's closest rival) in 2015, it was one of the biggest takeover of a British firm, creating the world's first global brewer.<ref>{{cite news |title=SABMiller agrees AB Inbev takeover deal of £68bn |url=https://www.theguardian.com/business/2015/oct/13/sabmiller-agrees-ab-inbev-takeover-68bn |access-date=26 April 2021 |work=the Guardian |date=13 October 2015 |language=en}}</ref> The takeover created a brewing empire that produces a third of the world's beer.