Benchmarking-ul competitivităţii produselor. Studiu de caz.

Abstract

Benchmarking is a current concept and tool with a wide applicability in business marketing management, but which is currently under-implemented in the Republic of Moldova. The purpose of the present paper is to present the methodological approach of benchmarking, in particular of the benchmarking of the product competitiveness. The methods used are: opinion poll, method of comparing product characteristics. The obtained results allow the highlight of the most competitive product, as well as the possibilities of development based on the best experience. In conclusion, we mention the need to promote benchmarking in scientific research and the practical activity of businesses and organizations of all kinds, including public institutions. JEL: M11, M31.