Strategic fit between two or more businesses exists when one or more activities comprising their respective value chains present opportunities a. to increase costs by combining the performance of the related value chain activities of different businesses. b. to independently preserve common brand names from cross-business usage. c. for cross-business collaboration to build valuable new resource strengths and competitive capabilities. d. to maintain business value chain activities separate and apart from one business to another to protect company independence. e. to prevent the transfer of expertise or technology or capabilities from one business to another.