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This study shows that the interplay between \"adjustment costs\", \"coordination costs\" and within-industry diversification benefits, results in an S-shaped relationship between within-industry diversification and firm performance. At low levels ofwithin-industry diversification, coordination costs are negligible but \"adjustment costs\" are higher than the synergy benefits of a limited product scope, hence leading to negative performance outcomes. At moderate levels of within-industry diversification synergies between related product categories substantially increase and outweigh the rise in adjustment and coordination costs, resulting in positive performance outcomes. Yet, extensive within-industry diversification gives rise to considerable coordination costs, which, coupled with adjustment costs, outweigh synergy effects and hamper performance. The study further shows that a greater change rate ofwithin-industry diversification results in negative performance outcomes.