Benchmarking: A Quantitative and Qualitative Look at Southwest Airlines and British Airways In today's competitive marketplace, all firms are seeking ways to improve their overall performance. One such method of improvement, recently adopted by many firms, is benchmarking. Benchmarking is a technique used to evaluate internal business processes. "In this analysis, managers determine the firm's critical processes and outputs, baseline those processes, then compare the performance of each process against a standard outside the industry" (…showed first 75 words of 4199 total…

…showed last 75 words of 4199 total… cheap airfare approach, British Airways offers a comfortable, luxurious form of travel. These high levels of customer satisfaction have resulted in two profitable, market leaders. Practices to be Benchmarked: British Airways and Southwest Airlines operate in separate markets. They Southwest offers different services, serve different customers, and use different strategies to achieve their goals. Although they differ in these areas compared to the industry, these companies can learn from one a ------------------------------------------------------------------------ **Bibliography**