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Is UBER really worth more than Ford and GM?

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For many startups, the focus is often on developing a product that is applicable for just about any industry (known as a “horizontal” strategy). The allure is that the market opportunity is enormous.Yet what about going after a particular industry instead — that is, to take a “vertical” strategy? Well, this generally gets scant attention. After all, is the opportunity big enough? Or might the business get too specialized?While these are legitimate concerns, the fact is that the vertical approach can be a great way to build a billion-dollar business.Hey, just take a look at the case of Guidewire Software (GWRE). The company, which got its start 14 years ago, has had the singular goal of building enterprise software for the property & casualty (P&C) insurance market.

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Matthew Brooks Professor, Department of Management
Specializing in teaching Investments, Portfolio Management and Security Analysis, Capital Markets and Derivatives

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Robbie Albert Professor and Chair
Robbie Albert's primary research interests include the empirical study of patents, patent systems, and patent litigation.

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