When benchmarking is briny considered for process improvement, which of the following is the most appropriate starting point?

The benchmarking process is a structured methodology for identifying, understanding, and adapting outstanding practices to improve performance. The universally accepted first step in any benchmarking project is to decide what to benchmark. This involves an internal analysis to identify critical processes, products, or services that are strategically important and in need of improvement. This decision provides the focus for the entire project, guiding the subsequent steps of selecting partners, collecting data, and setting goals. Without first identifying the subject, the effort lacks direction and purpose.

A. Analyzing competitors' products is a data collection activity that occurs after deciding what process or product attribute is the focus of the study.
B. Establishing target goals is done after analyzing the performance gap between one's own process and the best-in-class performance of a benchmarking partner.
D. Selecting a benchmarking partner can only be done effectively after the process to be benchmarked has been clearly identified and understood.

1. Westcott, R. T. (Ed.). (2021). The ASQ Certified Manager of Quality/Organizational Excellence Handbook (5th ed.). ASQ Quality Press. Chapter 17, "Benchmarking," explicitly states that the first step in the process is to "Determine what to benchmark" (p. 318).

2. Camp, R. C. (1989). Benchmarking: The Search for Industry Best Practices that Lead to Superior Performance. ASQ Quality Press. In this foundational text, the first phase of the benchmarking process is "Planning," and its first step is "Identify what is to be benchmarked" (Chapter 2).

3. American Productivity & Quality Center (APQC). (n.d.). Benchmarking Code of Conduct. The APQC, a leading authority on benchmarking, outlines a process that begins with internal planning and selection of the process to be studied before any external contact is made.