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| Author: | Jentner, B. |
| Title: | Praxisorientiertes Benchmarking-Konzept für die gesamte Wertschöpfungskette der Vertriebsfunktion am Beispiel eines Automobilherstellers. *Mercedes-Benz |
| Journal: | Zeitschrift für Betriebswirtschaft
1998 : VOL. 68:9, p. 959-977 |
| Index terms: | CAR INDUSTRY SALES MANAGEMENT GERMANY BENCHMARKING |
| Language: | ger |
| Abstract: | The present essay sketches the practical procedure of a benchmarking analysis using the example of the sales function of Mercedes-Benz. In particular it discusses the problems of a multi-level sales organisation with predomi- nantly fixed patterns of cost behaviour. The chosen method confirms the familiar, publicised stages of a benchmarking investigation with the steps of preparation (selection of an object, collection of actual data, choice of a benchmarking partner), analysis and implementation (elaborating measures, periodic repetition). Due to the line of approcah of the investigation and against the background of the outlay/ benefit ration (economy of time, major benefits/drawbacks to efficiency), the results of the analysis confirm the methodical approach chosen. |
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