Benchmarking in the Model of Organization Sustainable Development

Abstract

Sustainable development of any organization today demands from business executives thoughtfulness, strategic approach and capability to build business-models that take into account fast changing trends on market and in society. For this end it is necessary to be able to analyze market and customers, to study the degree of impact of political, social and other external factors on organization functioning. The article shows that during business modeling it is possible to use different tools, whose choice can identify the ability of the organization to adapt to changes, to adjust to them and be sustainable. Some executives use the experience of big companies-leaders on market to provide successful functioning of the business-model. This is the way to overcome the crisis and the effective method to modernize this business-model and adjust it to the sphere of organization work. Studying the companies’ experience and analyzing the external environment are connected with such a process as benchmarking. According to the author, its use can give an opportunity not only to take into account competitors’ experience for plotting the own strategy of development but to re-build organization architecture in order to reach high results. Benchmarking includes marketing analysis of market, customer research, study of all the factors influencing the organization, investigation of market segmentation depending on seasons of the year and other important facts. Benchmarking also includes control tools.