This article develops and demonstrates the utility of a framework for understanding professionals' reactions to strategic change in professional service firms as an interplay between a strategic intent, its manifestation in organizational roles and practices and its fit with existing professional identities. The application of the framework with three case studies shows that strategic changes may threaten different aspects of professional identities (self-enhancement, self-continuity and self-distinctiveness) which in turn tends to lead to different kinds of resistance from the professionals (exit, voice for opposition or voice for renegotiation). The article also links these different reactions to the locus of identification of professionals, which may be either ‘local’ or ‘cosmopolitan’.