Much is made about benchmarking performance against other companies. And to an extent there are soem benefits to doing this.
If it is done correctly it will provide the client organisation with a view as to how they stand in certain areas as compared with other companies, and it will also provide an insight into some leading practices withint he area that is being benchmarked. But that's all!
First flaw: Your company is never going to achieve competitive advantage merely by copying other who are probably already going up the next mountain on the journey...
Second flaw: Who says that the companies you compare yourself with are sustainably performing at peak levels anyway?
The second of these points is the most intriguing, because it helps people to realise the limitations of benchmarking.
What benchmarking often does achieve is a drive towards copying others within your industry sector, rather than a drive towards innovating past those within your industry sector.
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