БЕНЧМАРКІНГ КОНКУРЕНТОЗДАТНОСТІ НА ПРИКЛАДІ ГО «ШКОЛА БІЗНЕСУ І МЕНЕДЖМЕНТУ»

Abstract

Benchmarking is a comparative analysis of the organization with the best direct and indirect competitors, as well as imitating their experience. It makes it possible to establish the key parameters of the organization’s activity, which should be worked on in order to achieve stable competitiveness. The purpose and main content of benchmarking is to identify the differences between the organization under study and the reference organization, as well as to establish the reasons for such differences and find ways to overcome them. Benchmarking objects include not only organizations in general, but also processes, technologies, methods, indicators of financial and economic activity, quality parameters, a motivation mechanism, development strategy formation, etc. The essence of benchmarking is to identify internal opportunities for improvement. By studying high-performing organizations, analyzing what makes that performance possible, and then comparing those processes to how your own organization works, you can make changes that lead to significant improvements. The article examines the essence of the concept of “benchmarking” in the works of domestic and foreign scientists, and offers its own interpretation. Types of benchmarking are grouped and characterized: performance benchmarking, process benchmarking, strategic benchmarking, internal benchmarking, competitive benchmarking, functional benchmarking, financial benchmarking, general benchmarking, and product benchmarking. The benchmarking implementation technology is considered through five successive stages: planning, data collection, analysis, implementation, control and evaluation. Benchmarking of competitiveness was carried out on the example of the non-governmental organization “School of Business and Management” in the part of the official website. The official websites of the business school of the Ukrainian Catholic University (LvBS) and one of the best European business schools – London Business School – were used for the analysis. In general, the use of benchmarking allows you to eliminate the weaknesses of the organization and realize existing opportunities to increase competitive advantages in the market.