A standard of reference used for comparison; a process of comparing practices within a company to the very best practices in some of the very best organizations, within and outside the industry; a process for measuring "best practice” performance and comparing the results to corporate performance in order to identify opportunities for improvement. Te overwhelming success of the holiday ad campaign was the benchmark by which all other campaigns would be measured.
See also: Competitive Advantage, Core Competencies, Metrics, Strategy
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