Why You Shouldn't Rely Too Much On Marketing Best Practices
Business 2 Community, May 11th, 2019
May 11, 2019,
Volume 254, Issue 2

"More than two decades ago, Michael Porter warned about the dangers of relying on benchmarking and 'best practices' to produce business success. In a landmark article in the Harvard Business Review, Porter drew a sharp distinction between operational effectiveness - which often involves identifying and implementing best practices - and real business strategy.

Porter argued that competing primarily on the basis of operational effectiveness is usually a recipe for disaster. He wrote: 'The more benchmarking companies do, the more they look alike . . . As rivals imitate one another's improvements in quality, cycle times, or supplier partnerships, strategies converge and competition becomes a series of races down identical paths that no one can win.'..."

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