Benchmarketing - Fashionable Term Concerning Traditional Processes

Marketing is a major factor to boost the competitiveness of the firm in an environment which is more and more turbulent. It centers the company’s management as being the ideal satisfaction of the current and potential consumer. This is why, in our conception, the marketing’s management represents a subsystem of the company’s’ general management by which shall be administered to specific activities, and also designed to contour the company’s’ activity object. In this article, the intent is to highlight the fact that the benchmarketing has come loose from cultivating the traditional process to the innovative organizational culture product. In this paper, the authors consider benchmarketing as a process of qualitative organizational culture adaptation to market requirements, depending on the context, so as to ensure the improvement of the economic criteria of appreciation of the business lucrative activities. Based on direct observations concerning small firms, followed by analysis, comparison and synthesis, the authors suggest taking into consideration the theoretical and practical benchmarketings’ approach, as being the current strategy of acquiring and cultivating excellence, as initiation philosophy and business development.