Friends Curt and Rich own a local bookstore. They are very interested in making plans for improving the store and better dealing with competition from the other bookstores that serve the college students in town. Curt said to Rich: "We should be benchmarking what some of the successful coffee shops, restaurants, and novelty stores are doing." Rich replied; "I don't see why; we should only be interested in bookstores. Why don't we study the local competition and even look at what the best bookstores are doing in the big cities?" Discuss both the boys suggestions, would you decide on one over the other or both, and why?