"Strategic Advisory" vs. M&A

The phrase "Strategic Advisory" is often mentioned by EBs as a service they provide. Often times, M&A is kind of housed within Strategic Advisory.

My question is, what else is explicitly Strategic Advisory? Is it not limited to financial services, but more providing insights and intellectual capital for the client? Is this one of the ways EBs differentiate themselves from BBs? I would think BBs also provide this to clients, though.

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