In recent years, enterprise system (ES) software markets
have been very dynamic. While contemporary customers are
increasingly seeking ES solutions that require less and
less customization and implementation effort, it is
unclear whether all ES providers should take the
"vertical" path of offering functionality tailored to
specific industries. Given the lack of conceptualization
that explores ES markets' segmentation, this paper
offers a typology of generic verticalization strategies
and matches ES providers' organizational characteristics
of size and scope with the most effective
verticalization strategy. pdf
