In short, vertical integration is not a binary choice but a matter of degree. Degrees of integration form a continuum anchored by the extremes of classical marketing contracting and vertical integration. Buy is a large zone of outsourced relationships with third parties, and some of these relationships operate in a manner that resembles a single firm. Indeed, customers often believe they are dealing with the manufacturer when they are actually dealing with a committed third party in the marketing channel (such as Kenco in the Whirlpool puzzle).