1. Is benchmarking just another fad or is it really useful for all firms? Is there any particular firm or organization you think will be better suited for benchmarking? If so, which type of firm or organization? If not, why? Explain your answer in your own words.
2. How should the organization position or reposition itself relative to its competitors along key strategic dimensions (e.g., price, features, customer service)? What generic strategy do you recommend to the organization (low-cost leadership, differentiation, or focus)?