This study investigates strategic consistency in competitive behavior. We construct a logically consistent evolutionary model, providing a causal argument to link a level of strategic consistency to long-term organizational survival. According to our results, strategic consistency seems to be related to both organizational survival and the most efficient change over time concerning the key elements of a firm's strategy. One of the benefits of the model is that some of the components and processes may be manipulated through experimental or simulation interventions. This means that the model can be formally tested in future studies and managers can use it to fine-tune patterns of competitive behavior. Copyright © 2008 John Wiley & Sons, Ltd.