See if you can identify the value chain relationships that make the businesses of the following companies related in competitively relevant ways. In particular, you should consider whether there are cross-business opportunities for

(a) transferring competitively valuable resources, expertise, technological know-how, and other capabilities,

(b) cost sharing where value chain activities can be combined, and/or

(c) leveraging use of a well-respected brand name.

Bloomin’ Brands

• Outback Steakhouse

• Carrabba’s Italian Grill

• Bonefish Grill (market-fresh fine seafood)

• Fleming’s Prime Steakhouse & Wine Bar L’Oréal • Maybelline, Lancôme, Helena Rubinstein, Kiehl’s, Garner, and Shu Uemura cosmetics • L’Oréal and Soft Sheen/Carson hair care products • Redken, Matrix, L’Oréal Professional, and Kerastase Paris professional hair care and skin care products • Ralph Lauren and Giorgio Armani fragrances • Biotherm skin care products • La Roche–Posay and Vichy Laboratories dermo-cosmetics Johnson & Johnson • Baby products (powder, shampoo, oil, lotion)
• Band-Aids and other first-aid products • Women’s health and personal care products (Stayfree, Carefree, Sure & Natural)
• Neutrogena and Aveeno skin care products • Nonprescription drugs (Tylenol, Motrin, Pepcid AC, Mylanta, Monistat)
• Prescription drugs • Prosthetic and other medical devices • Surgical and hospital products • Acuvue contact lenses