Benchmarking: The key to developing competitive advantage in mature markets

Many U. S. businesses face slower economic growth, increased foreign competition, and customers who are increasingly sensitive to price. As a result, a brilliant strategy is no longer enough to guarantee marketing success. Rather, U.S. corporations are increasingly focusing on developing an operational competitive advantage in R&D manufacturing, sales, and marketing. In response to this challenge, strategic planners at such corporations as Xerox, Ford, and GTE have begun to introduce a new planning tool called “benchmarking.”