Benchmarking as method : an action research project at Valdemarsvik’s public library.

The main purpose of this Master’s thesis is to do a benchmarking study of the marketing activities at the public library of Valdemarsvik. The purpose is also to describe and get a deeper understanding of benchmarking as a method for improving library activity. Four major problem areas are addressed: How can one use benchmarking as a tool to achieve change? How can one learn with benchmarking? What similarities and differences are there between benchmarking and other similar methods for competence development? Is benchmarking better than other similar methods for competence development? The empirical approach was qualitative and the method chosen was action research. Benchmarking is a structured method for learning and change that compares your performances with the performances of others. The benchmarking object chosen in this study was marketing orientation and marketing. The benchmarking partners chosen were Folktandvården in Gothenburg and the public library of Bollebygd. The outcome of the benchmarking study was user friendly changes in the library’s physical environment and the library’s classification system, and customer oriented changes concerning purchase policy and selection of media. Also a lecture in marketing and market orientation, based on the result of the benchmarking study, was held for the library staff. The conclusion of this study shows that benchmarking can be used as a method to learn market orientation and marketing at a small public library. Benchmarking points out gaps, explains how they occur and describes the successful behaviour of the benchmarking partner and therefore new knowledge easily can be implemented.Uppsatsnivå: