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Purpose
– The purpose of this paper is to analyze the role of fit between the environment of a firm, its resources and strategies.
Design/methodology/approach
– The paper is based on secondary resources.
Findings
– Firms can carve opportunities out of an essentially unfavorable environment, either by nurturing resources or implementing innovative business models, thus negating the “fit” effect.
Originality/value
– This paper adds to the fit vs stretch literature.
© Emerald Group Publishing Limited
2013
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