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The essence of benchmarking is the process of identifying the highest standards of excellence for products, services, or processes, and then making the improvements necessary to reach those standards – commonly called “best practices”. Various companies have adopted benchmarking and customized the methodology to suit their needs. A five‐step benchmarking model is suggested in this paper as a model to be used when undertaking a benchmarking study. Two case studies are enumerated and a comparison presented.

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