Benchmarking in Development Retailers’ Competitive Advantage on Global Market
Benchmarking in Development Retailers’ Competitive Advantage on Global Market

Summary/Abstract: The aim of the paper is to show that in the global market, a retailer who is not experienced in a particular retail format could successfully develop it in a foreign market characterised by an obsolete market structure by benchmarking global companies. Thus, the retailer is able to create resources necessary for gaining competitive advantage and then develop them by introducing new routines, which helps it reach sustainable competitive advantage according to the Resource Based View. To justify this thesis, the case study of Biedronka is presented. The chain acquired its leader position in the discount FMCG market in Poland, although it did not have any experiences in this field from the home market. The company was able to sustain its position even when Lidl – a competitor having a much stronger market position – entered Poland by benchmarking its activities. The proven practice has created a new routine, in terms of RBV, for discount trade in Poland.

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