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.
Keywords
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
Publisher
:MCB UP Ltd
Copyright © 1999, MCB UP Limited