The major players in creating American big business were John Rockefeller, Andrew Carnegie and Jay Gould. Through their efforts, they changed the way that American businesses operated on a fundamental level. One of the most drastic changes brought about was the introduction of two new business structures, the vertical and horizontal structures. Using either and often times both of these structures, businesses were able to streamline the production process and control the quality and price of materials as well as the final products. Companies that were able to streamline the fastest were able to dominate the market and soon began buying the others, allowing them to easily fix prices. If done correctly this would create a loop where the bigger