Checking the competitive benefit potential of cross-business strategic fits engages searching and evaluating how much advantage a diversified company can gain from four kinds of value chain matchups:

i. Opportunities to merge the performance of certain activities thereby reducing prices.

ii. Opportunities to move technology, skills, or intellectual assets from one business to another.

iii. Opportunities to allocate the use of a well-respected brand name.

iv. Opportunities for businesses to work together in creating important new competitive capabilities.