Brelin, Harvey K.
December 1993
Marketing Management;1993, Vol. 2 Issue 3, p32
Benchmarking is essential to overcome the insularity found in many corporations. It is not espionage, as many believe, but a way to foment internal change by learning from others. If you understand your organization and the processes critical to customer retention and satisfaction, you'll be able to find breakthrough ideas, but not necessarily close to home. The best ideas often come from outside the company and even the industry. Companies that succeed in changing adapt, not adopt, what they learn from benchmarking. Here's some practical advice on getting started. INSETS: IBC's benchmarking code of conduct.;About the APQC.;About the author.


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