Exploring the Concept of “Fit” in Strategic Management

Although the concept of “fit” appears to be a central theme in strategy literature, it has been inadequately defined as it relates to strategic management. A conceptual scheme based on two underlying dimensions—the conceptualization of fit and the domain of fit—is proposed to highlight differences among six schools of thought. Use of the classificatory scheme for addressing theoretical and managerial issues while employing the concept of fit in strategy research is discussed