Benchmarking Notes of Caution

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Benchmarking Notes of Caution
Ranjan, Member
1. Be sure apples are being benchmarked with apples only, and not with oranges. Believe me this is not an easy task.
2. Products are benchmarked based on their features having perceived utilities by the end beneficiary, which may not be the same.
3. Even if one matches those, the soft part like the service components which also carry weight and utility are very difficult to define and match.
Hence, rest assured, certain judgmental aspects will remain.

Benchmarking Apples to Apples
Fernando Ochoa, Member
Pertaining to your first point on benchmarking apples with apples only, I believe it depends on what type of benchmarking you want to do. If the reason is to improve the product or a system being offered by comparing it to similar ones being offered in the market and to see trends in sales and technology, for instance; it would be the right thing to do.
If you are looking for innovation and finding different ways to approach the same product or system and to find a differentiator versus what is currently available in the market, I would propose to look into different industries that may have similarities to gain the best during the benchmark activity.



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