Article Analysis

Introduction
Mark Del Franco titles the article that I chose to review “Adventure in Benchmarking,” The publication title is Catalog Age. The article discusses the importance of benchmarking in a company. The article gives a clear picture of how benchmarking is beneficial to different types of companies. They cover the important aspects from Cabela’s, a based outdoor catalog, cooking catalogs, and Swason Health Products.
Definition
The term benchmark when looked up in a dictionary can have multiple meanings. It can mean: (1) a reference or measurement standard for comparison, (2) a performance measurement that is the standard of excellence for a specific business process, and (3) a measurable, best-in-class achievement (http://retailindustry.about.com/).
Summary
Benchmarking is simply the systematic process of searching for best practices, innovative ideas and highl...