BENCHMARKING - A VALID STRATEGY FOR THE LONG
                        TERM?

             Larisa Dragolea, “1 Decembrie 1918” University of Alba Iulia
             Denisa Cotîrlea, “1 Decembrie 1918” University of Alba Iulia


ABSTRACT: The present paper work deals with a popular method for developing
requirements and setting goals – benchmarking. It contains general aspects about this
powerful performance improvement tool, including types of benchmarking, steps to
follow in Benchmarking analysis, its goals, the benefits in using it and some dangers
caused by using it, also; the whole paperwork can be considered as being a plea for
continuous, ongoing, unending improvement in management context and sustains the
idea that benchmarking enables decision-makers to understand exactly how much
improvement they will need to accomplish in order to achieve superior performance. We
decided to broach this issue because even if it is an actual one, none of the existing
articles did not attempt to answer whether or not benchmarking is a valid long-term
strategy that should be implemented by nowaday’s companies. The case study examines
the benchmarking initiatives taken by Xerox, one of the world's leading copier
companies, as a part of its 'Leadership through Quality' program; the case discusses the
benchmarking concept and its implementation in various processes at Xerox and it also
explores the positive impact of benchmarking practices on this company.

Key words: benchmarking, management, strategy;

JEL code M12