This study develops and tests a dynamic perspective on strategic fit. Drawing from contingency and resource-based arguments in the strategy and organizational theory literatures, we propose a distinctive analytical approach to identify environmental and organizational contingencies that should predict changes in a firm's strategy and the performance implications of such changes. We test our model using extensive longitudinal data from over 4000 U.S. savings and loan institutions during a period when many S&Ls considered changing strategic direction. The findings support our model of dynamic strategic fit. Specifically, we find that (1) the timing, direction, and magnitude of strategic changes can be logically predicted based on differences in specific environmental forces and organizational resources, and (2) organizations that deviated from our model's prediction of dynamic strategic fit (i.e., changed more or changed less than our model prescribed) experienced negative performance consequences. We conclude by discussing the implications of our approach and findings for future research on strategic fit and strategic change.1 Miles and Snow's (1994) more recent discussion represents an important effort to discuss dynamic fit, but they are not specific in defining when a particular strategy is well suited (or poorly suited) to a particular environment. Their emphasis tends more to highlight the general value of linking strategy to internal organizational structure and processes. 2 We use the term normative to distinguish among models that are primarily descriptive (i.e., this is what did happen), primarily predictive (i.e., this is what was expected to happen), and primarily normative (this is what should have happened). Note that frameworks can be predictive without being normative (e.g., the weather at time t + 1 can be predicted fairly well simply by taking the weather at time t). The latter two can also be tested empirically, of course.