MEGATRENDS AND MEDIA

MEDIA AND MARKETING GAMES OF THE OLIGARCHS
This deinition is very appropriate, but in today’s times understanding
of the benchmarking is already wider and can be deined not only as a
search for practices in business, but also as a search for effective ways
of management and evaluation of performance on the basis of control
information. The essential feature is also the fact that management of
non-business oriented organizations is also being affected. 6 By a suitable
comparable base we can improve the management of a company and
steer it in the right direction.
In the case of using benchmarking information the aim of controlling
is to timely notify a company of deviations that arise in the business
environment, in particular from the competition, customers or
suppliers. Its role from the perspective of the provision of information
from the Internet media is, however, greater and allows to evaluate
the performance and quality of cooperation in the ield of supplier
relationships and the potential and quality of customers.
According to the Educational centre for public administration of the
Czech republic it is possible to use benchmarking in three lines: 7
• performance benchmarking (metric) – comparing performance,
cost, inancial indicators, human resources, etc.,
• process benchmarking (strategic) – comparison of processes,
activities, approaches, strategies, etc.,
• learning benchmarking – benchlearning – learning from the others.
As such, benchmarking represents a precious tool in strategic decisionmaking
processes. This is consistent with the view of Pojasek who
understands benchmarking as something that can identify performance
differences. As he indicated, benchmarking measures your processes
against the practices of other organizations. It involves identifying,
learning about, and adapting outstanding practices from organizations
anywhere in the world in order to help your organization improve its
sustainability program. 8
6 UČEŇ, P.: Zvyšovanie výkonnosti irmy na báze potenciálu zlepšenia. Praha :
Grada Publishing, 2008, p. 192.
7 VZDĚLÁVACÍ CENTRUM PRO VĚREJNOU SPRÁVU ČR: Proč je benchmarking
důležitý? [on-line]. [2015-02-10]. Available at: .
8 POJASEK, B. R.: Benchmarking to sustainability in foursteps. In:
Environmental Quality Management, 2010, Vol. 20, No. 2, p. 87–94.
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