what is the process called where a company seeks to match the benefits of a successful position while maintaining its existing position in offering customers a variety of differing services?

The process where a company seeks to match the benefits of a successful position while maintaining its existing position, often by offering customers a variety of differing services, is called straddling. Straddling involves trying to have the advantages of a new successful position without giving up the current market position, effectively attempting to serve multiple market segments or offer multiple types of services simultaneously