Having its roots in the seminal contributions of strategic management research, the “concept of fit” affirms a company’s management options, as there is more than just one best way to manage a firm. Scholars have consequently identified various ways to achieve a competitive advantage by aligning different organizational characteristics. Thus, to properly introduce the concept of fit in a structured way, this section will first explain its foundations and the underlying contingency theory.
KeywordsBusiness Strategy Contingency Theory Profile Deviation Cost Leadership Unrelated Diversification
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