Benchmarking Apples to Apples
Fernando Ochoa, Manager, Mexico
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.