Strategic variety is a key aspect of firm-level entrepreneurial behavior. This study reconciles mixed findings about the antecedents and consequences of strategic variety in firms. We propose that internally and externally oriented work practices enhance strategic variety, and that strategic variety has a curvilinear relationship with firm performance. We empirically show the effects of search and scanning, internal communication and experimentation on strategic variety. Furthermore, our results show that strategic variety has an inversed U-shaped relationship with firm performance.