Using horizontal channel integration allows a firm to
a. increase efficiency and develop economies of scale in advertising and other marketing functions.
b. better communicate with other members of the distribution channel.
c. use contractual agreements to open franchise locations.
d. combine all stages of the distribution channel under a single company's ownership.
e. sell off unprofitable products and brands at a discounted price.
Answer: a. increase efficiency and develop economies of scale in advertising and other marketing functions.