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Cross elasticity of demand
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==== Vertical integration ==== Firms may gain better control of the market by merging with suppliers of complementary products. Developing their own complementary products is another possible solution. For example, Google developing [[Google Pixel]] is an attempt by Google to capture the smartphone market share by integrating both its software and hardware features for improved performance while being more resource efficient.<ref>{{cite web |last1=Inc |first1=Spiceworks |title=Snapback: Google Pixel and the move towards vertical integration |url=https://community.spiceworks.com/topic/1860664-snapback-google-pixel-and-the-move-towards-vertical-integration |website=The Spiceworks Community |access-date=26 April 2021 |language=en}}</ref> [[File:Google Pixel and Pixel XL smartphones (30155267665).jpg|thumb|Google Pixel and Pixel XL smartphones]]
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