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Checking a diversified firm's business portfolio for the competitive value of cross-business strategic fits entails consideration of whether the parent company's competitive advantages are being deployed to maximum advantage in each of its business units. whether the value chains of sister business units possess competitively valuable strategic fits that present opportunities to reduce costs, share use of a potent brand name, create valuable new competitive capabilities via cross-business collaboration, or transfer valuable resources and capabilities from some of its competitively strong businesses to help one or more sister businesses correct important resource/capability deficiencies. whether the competitive strategies in each business possess good strategic fit with the parent company's overall corporate strategy. whether the competitive strategies employed in one or more businesses act to reinforce the competitive power of the strategies employed in one or more of the company's other businesses. o whether the competitive strategies of the various sister businesses are each aimed at achieving the same type of competitive advantage