Increasing the benefits of product‐level benchmarking for strategic eco‐efficient decision making

Purpose – Widely accepted classifications of benchmarking distinguish between different levels of benchmarking. Strategic‐level benchmarking is considered to be of a higher sophistication than product‐level benchmarking. Such strategic benchmarking would be based on process information instead of product information. The purpose of this paper is to research the possibility of obtaining strategic‐level information based on an extensive amount of product‐level benchmark data. Design/methodology/approach – The data used in this paper originate from the environmental benchmarking program of Philips Consumer Electronics (CE). Philips CE has successfully implemented benchmarking as an environmental improvement strategy for its products. Product‐level competitive benchmarking is used to assess the environmental performance of a Philips' product compared to its main economic rivals. Since the start of environmental benchmarking a considerable pool of product‐level benchmark data has been generated. This paper reports on an extensive data analysis of product‐level benchmarking data concerning the packaging of these consumer electronics products. Findings – It is shown how strategic‐level information is obtained from a data analysis of these separate benchmarking studies, resulting both in useful strategic‐level managerial information and practical design input. Finally, advantages of this approach as compared to classic strategic‐level benchmarking are identified. Research limitations/implications – The study has yielded empirical data indicating a limitation in current benchmarking classification. Originality/value – The paper offers insights into the benefits of product level benchmarking for strategic eco‐efficient decision making.