A strategy of diversifying into unrelated businesses 0 is aimed at achieving good financial fit (whereas related diversification aims at good strategic fit). is the best way for a company to pass the attractiveness test in choosing which types of businesses/ industries to enter. 0 generally offers more competitive advantage potential than related diversification. concentrates on diversifying into businesses where a company can leverage use of a well-known brand name in ways that create added value for shareholders. O discounts the importance of strategic fit and instead focuses on building and managing a group of businesses in attractive industries that can acquired on nancial terms that allow for acceptable returns on investment