At the same time, however, it must be kept in mind that the "fitness" between what the company does and what the environment requires has often been dismissed as static. "What happens when the environment changes?" people ask. In such a case, the argument goes, companies that created a good fit with the old environment will, like dinosaurs, perish in the new environment. While this argument has merit, it bears careful interpretation. The point to take away is not that a company should hesitate to achieve fit with its environment but that a company needs to create the requisite fit with its current environment while remaining flexible enough to respond to changes in this environment.2 As I describe below, this can be achieved in a number of ways.