The impact of benchmarking on the competitive advantage of the company Case study: JUMIA ALGERIA
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Date
2020-09
Journal Title
Journal ISSN
Volume Title
Publisher
Ecole des Hautes Etudes Commerciales
Abstract
Market-based organizational learning has been identified as an important source
of sustainable competitive advantage. One particular learning mechanism,
benchmarking, is a widely used management tool that has been recognized as
appropriate for identifying and enhancing valuable marketing capabilities.
However, despite widespread admonitions to managers, the benchmarking of
marketing capabilities as a route to sustainable competitive advantage has
received scant empirical attention.
In this research we try to examine the potential business performance benefits
available from benchmarking the marketing capabilities of top-performing firms.
The results suggest that benchmarking has the potential to become a key learning
mechanism for identifying, building, and enhancing marketing capabilities to
deliver sustainable competitive advantage.
Description
Keywords
Benchmarking, Competitive advantage, Information technology, Operational benchmarking