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Title

COMPETITIVE BENCHMARKING AS TOOLS FOR ANALYSIS OF STRATEGIC BOTTLENECK

Writers

EMAMI ALIREZA

Pages

 Start Page 149 | End Page 168

Abstract

 Decision-making in competitive situations is a challenge for managers. Identifying the strategic success factors (SSF) for each company and determining the company’s position relative to its competitors due to the SSF are critical, which top managers use for survival in the competitive conditions. The aim of this paper is to create a quantitative method to determine the COMPETITIVE BENCHMARKING. In this study, average cost of production, company’s brand equity, product quality, marketing and sales capabilities, purchasing capabilities, customer satisfaction, production flexibility, engineering capabilities, technical research capabilities, and the number of R & D projects were identified as critical success factors by the experts of Profile and Pipe Steel Industry. The technique for order preference by similarity to ideal solution was used to determine the positive benchmark (as positive ideal solution) and negative benchmark (as negative ideal solution). Then by considering the budget constraint, binary GOAL PROGRAMMING model was used to maximize the positive deviation between each rival and the negative benchmark, and to minimize the negative deviation between each rival and the positive benchmark. The results of the proposed model showed that which SSF rival should be considered to reach the positive benchmark.

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