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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
Market skimming pricing, Monopsony, Geo-demographics, Diversification, Healthcare Communications Association (HCA), Rate card, Marketing audit, Purchasing power parities (PPP), Equivalent advertising value (EAV), Promotional plan, Concept development and testing, Copy editor, Health Care Financing Administration (HCFA) (US), Payback period, Technical efficiency (pharmacoeconomics),
