Investing in reputation: Strategic choices in career-building

In many occupations, reputation or past performance affects the demand for a worker's output, creating an incentive to invest in reputation early in a career. For high ability workers, the returns to investing in reputation are larger in the mass market, while less able ones would avoid the more competitive mainstream by developing their specializations in the fringe market. Some mainstream workers may enter the fringe market once the motive to invest in reputation diminishes later in their careers, but less able workers who start in the fringe are seldom able to return to the mainstream.