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The Effect of Market Benchmarking on Business Performance: Evidence from MTN, Mobile Company in Ivory Coast

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  • Sey Ebenezer Akre

    (School of Management, Wuhan University of Technology, Wuhan, China)

  • Ma Ying

    (School of Management, Wuhan University of Technology, Wuhan, China)

Abstract

Benchmarking involves a company taking inspiration from the ideas of the market leader and adapting them to turn defects into strengths, ultimately striving for excellence. The main objective of this study is to investigate the impact of Market Benchmarking on a company’s performance, specifically through the moderating effect of management decisions, using the case of MTN-CI in the cell phone market in Côte d’Ivoire. The study used a quantitative research method and collected data from 128 participants. The results demonstrate the importance of pricing benchmarking at MTN-CI, which positions itself as a dynamic, innovative, loyal, and transparent company, and continues to compete healthily in a competitive market. The key factors to success in this market are seriousness, credibility, and proximity to customers, which MTN-CI prioritizes by making management decisions that are closely aligned with the needs of its partners and customers. Additionally, MTN-CI is committed to assuming its role in sustainable development through its participation in economic progress, with its top priority being to gain market share and build customer loyalty while ensuring the company’s performance.

Suggested Citation

  • Sey Ebenezer Akre & Ma Ying, 2023. "The Effect of Market Benchmarking on Business Performance: Evidence from MTN, Mobile Company in Ivory Coast," International Journal of Management Science and Business Administration, Inovatus Services Ltd., vol. 9(2), pages 43-50, January.
    • Handle: RePEc:mgs:ijmsba:v:9:y:2023:i:2:p:
    DOI: 10.18775/ijmsba.1849-5664-5419.2014.92.1005
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    Keywords

    Pricing bench marking; Market benchmarking strategy; Business performance; Management Decision;
    All these keywords.

    JEL classification:

    • M00 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General - - - General

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