Do strategic groups differ in reputation?

While most strategic group research has focused on performance implications , we consider the relationship between strategic group membership and reput ation. Using strategic group identity and domain consensus concepts, we pro pose strategic groups have different reputations. We find significant diffe rences exist in reputation across three identified strategic groups of US. property/casualty insurers, supporting our contention that reputation is a multilevel concept. Post hoc analyses suggest strategic groups with higher reputation also have higher performance on some critical measures, indicati ng reputation may be a mobility barrier beneficial to members of certain gr oups. Practitioner implications include challenges of within-group differen tiation in firm reputation. Copyright (C) 2000 John Wiley & Sons, Ltd.