When Apple introduced the i-Phone,in order to reach the corporate mobile user it had to develop features that would attract this market.However,it had to deal with the offerings of market leader Research in Motion.So when the engineers were designing the i-Phone,they used BlackBerry as a comparison point.This is an example of the _______ role the brand plays for the brand's competitors.

Question

Quizplus · Accepted Answer

This is an example of benchmarking, as Apple used BlackBerry as a comparison point during the design of its product in order to compete in the same market. Benchmarking is the act of comparing one’s own product or services to that of a competitor in order to improve upon it or to better understand the industry standards.

When Apple Introduced the I-Phone,in Order to Reach the Corporate