Benchmarking for brand innovation

Abstract

Notes that benchmarking is an under‐utilised tool in the field of innovation. Examines consumer brands in the UK cosmetics and toiletries sector and attempts to use both soft and hard metrics in terms of benchmarking measurement. Considers various types of benchmarking approach and also the nature of both “hard” and “soft” measurement. Focuses on numerous factors relating to brands, using data from the cosmetics and toiletries sector. Concludes by underlining the need for organizations to pay attention to both quantitative and qualitative dimensions if benchmarking is to be effective.

Citation

Ahmed, P.K. and Zairi, M. (1999), "Benchmarking for brand innovation", European Journal of Innovation Management, Vol. 2 No. 1, pp. 36-48. https://doi.org/10.1108/14601069910248865