2

For example, if we wanted to express how Google is expanding rapidly into all areas of the internet and material world, how could we say it? The emphasis here in on their expansion into multiple industries and institutions.

Conglomerate? (as a verb) Amalgamate? Merge? Fuse? Synthesize? Consolidate?

So many seem viable, but I know there has to be the one that suits the purpose the most effectively here.

5
  • This guy calls it Creative Self-Disruption... whilst this madam doesn't really know how to call it...
    – m.a.a.
    Nov 28, 2016 at 19:26
  • fyi, conglomerate is a type of business concern. It is not a verb. Diversify as given in the first answer is the only verb to use here.
    – Lambie
    Nov 28, 2016 at 19:27
  • VERB [NO OBJECT] Pronunciation: /kənˈɡlɒməreɪt/ 1. Gather together into a compact mass: ‘atoms which conglomerate at the centre’ 1.1 Form a conglomerate by merging diverse firms: ‘the urge to conglomerate has long been out of fashion in American boardrooms’
    – R.Cunliffe
    Nov 28, 2016 at 19:31
  • according to Oxford Dictionaries: en.oxforddictionaries.com/definition/conglomerate
    – R.Cunliffe
    Nov 28, 2016 at 19:31
  • Can I verb octopus? thefreedictionary.com/octopus
    – Phil Sweet
    Nov 29, 2016 at 5:37

2 Answers 2

6

Diversify is the appropriate term. When moving into a roughly parallel industry (as Google often does), the term is horizontal diversification:

The company adds new products or services that are often technologically or commercially unrelated to current products but that may appeal to current customers. This strategy tends to increase the firm's dependence on certain market segments. For example, a company that was making notebooks earlier may also enter the pen market with its new product.

Wikipedia: Diversification (marketing strategy)

6
  • Diversify is the only term for the OP's idea.
    – Lambie
    Nov 28, 2016 at 19:26
  • @Lambie You're right. I was hedging my bets. Naughty, naughty!
    – Mick
    Nov 28, 2016 at 19:27
  • My comment was directed at everyone else. Not you. :)
    – Lambie
    Nov 28, 2016 at 19:28
  • @Mick You beat me by about a minute. I agree with Lambie. Nov 28, 2016 at 19:30
  • Thanks Mick. Vincent Miller coins a similar term for this process, he expresses it as 'horizontal integration'
    – R.Cunliffe
    Nov 28, 2016 at 19:37
1

I would make a case for "proliferate" as it carries the sense of multiplying, enlarging, growing, etc.

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