Purpose – It is widely acknowledged that customer relationship management (CRM), market orientation, organizational learning and innovation are the most critical knowledge‐based capabilities required to achieve superior performance. The purpose of this paper is to identify management...

Notes that benchmarking is an under‐utilised tool in the field of innovation. Examines consumer brands in the UK cosmetics and toiletries sector and attempts to use both soft and hard metrics in terms of benchmarking measurement. Considers various types of benchmarking approach and also the...