Firm survival or reproduction does not occur as a matter of course. Especially under circumstances in which uncertainty and equivocality prevail is firm reproduction potentially problematic. Uncertainty prevails when there is insufficient or inadequate information to assess a situation, equivocality when the information available is multi-interpretable. Firm routines, social networks in a firm, and an organization's identity can explain how a firm reproduces. We offer suggestions as to which of these will contribute to firm reproduction under what circumstances.