At the time when the French conglomerate LVMH (Louis Vuitton Mot Hennessy) was considering acquiring the American jeweler Tiffany & Company, LVMH management needed to determine whether or not there were opportunities to strengthen the business and strengthen its competitive advantage by Multiple Choice expanding into additional businesses such as Tiffany & Company that would unlock possibilities for a comprehensive cost enhancement strategy. purchasing a powerful and well-known brand name, Tiffany & Company, that could be transferred to the products of other businesses and thereby used as a lever for driving up the sales and profits of such businesses. restructuring the entire company by adding and removing businesses to improve LVMHs overall performance. forcing cultural independence, operating diversity, and sophisticated analytical responsibility on Tiffany & Company in order to ensure compatibility with LVMHs corporate overhead identity. refocusing LVMHs existing businesses on new substitute product-line opportunities outside the existing luxury goods industry framework