“…In this approach, a strategic group refers to the set of firms in a specific industry that follow a similar strategic recipe. Several studies provide empirical support for the existence of strategic groups across different industries including banking (DeSarbo et al, 2009;Ebbes et al, 2010;G omez et al, 2021;Penagos-Londoño and Ruiz-Moreno, 2019), Evolution of competitive market structure insurance (Fiegenbaum et al, 2001), pharmaceuticals (Duan and Jin, 2014;Tejero-Martos et al, 2021) , mobile phone (García-Ochoa Mayor et al, 2016), furniture (Aboutorab et al, 2018;Brege et al, 2021), higher education (Adam, 2016) and airlines (Carroll, 2018;Cheng, 2017;Murthi et al, 2013;Ruiz-Moreno et al, 2021). More recently, researchers have focused on practical insights gained by strategic groups identification.…”