Edge-of-Heartland Businesses: In these businesses some parenting characteristics fit the business, but other do not. The parent may not have all the characteristics needed by a unit, or the parent may not really understand all of the units strategic factors. E.g.: a unit in this area may be very strong in creating its own image through advertising – a critical success factor in its industry. The corporate may however not have this strength and tends to leave this to its advertising agency. If the parent forced the unit to abandon its own creative efforts in favor of using the corporation’s favorite ad agency, the unit may struggle. Such business units are likely to consume much of the parent’s attention, as the parent tries to understand them better and transform them into Heartland Businesses.