Zozulya D.M., Smolyar Yu.V.Published in:
Creative Economy
– Volume 13, Number 3 (March 2019)

JEL classification: M11, M21, O32

Keywords: crisis benchmarking, crisis management, instability of the external environment, marketing, strategy


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Abstract:

The work deals with the study of the art of benchmarking in crisis crisis management organization taking into account the effects of dynamic external environment. Actuality of work is determined by necessity of development of new and improvement of existing technologies of management of the organization in a rapidly changing and unstable external environment. In article we present the attempt of the analysis of approaches presented in the works of various scientists in order to determine the features of the crisis of benchmarking, advantages and mechanism for its implementation, as well as the main factors determining the success of this tool. Crisis benchmarking is considered as one of the marketing tools used in crisis management. The main differences between benchmarking, crisis benchmarking and competitive analysis are highlighted. Based on the analysis of different approaches we propose mechanism benchmarking of the crisis, containing the main stages and specific actions for its implementation.

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