“…Central to fit-based models in strategy, such as strategic positioning theory (Porter, 1996;Siggelkow, 2001), theories of configuration (Miller, 2018), complementarities (Milgrom & Roberts, 1995), and business models (Massa, Tucci, & Afuah, 2017), the notion of fit deeply informs strategy teaching and practice (e.g., Spender & Strong, 2014), and continues to attract scholarly attention (e.g., Bettis & Blettner, 2020;Miller, 2018). Fit is commonly referred to as a pattern of reinforcing relationships between organizational elements-for instance activities, policies, organizational structures, capabilities, and resources-such that one element enhances the impact of another element on performance (Gulati & Puranam, 2009;Martignoni, Keil, & Lang, 2020;Siggelkow, 2001). 1 As illustrated by traditional strategic positioning theory-a key exemplar of fit-based models in strategy-the significance of internal fit extends beyond a holistic representation of a firm's interconnected choices and activities to theorize strategy, competitive advantage, strategic change, and organizational design.…”