БЕНЧМАРКІНГ ЯК ІНСТРУМЕНТ ПЛАНУВАННЯ ТА РЕАЛІЗАЦІЇ ОРГАНІЗАЦІЙНИХ ЗМІН

The article is devoted to exploring the essence of benchmarking as a modern tool for managing organizational changes and its role in enhancing the efficiency of enterprises in a dynamic market environment. The authors prove that benchmarking goes beyond traditional competitive analysis, evolving into a systemic management approach focused on continuous improvement of business processes, organizational structures, and managerial decisions.Particular attention is paid to the main stages of benchmarking implementation, emphasizing the importance of high-quality data collection, formalization, and analytical processing, as well as the need to adapt best practices to the specific operating conditions of a particular enterprise. The authors identify key conditions for the effective application of benchmarking, including clearly formulated goals, a relevant comparison base, and a competent analytical team.Special focus is given to analyzing typical mistakes that reduce the effectiveness of benchmarking studies, such as blind copying of external experience, using irrelevant data, and lack of systematicity. The article discloses the directions of benchmarking application in functional areas of enterprise activity, particularly in organizational management, marketing, HR management, service activities, and the digital environment.The aim of the study is to determine the role and place of benchmarking in the process of planning and implementing organizational changes at an enterprise through the analysis and adaptation of best management practices to improve operational efficiency and ensure competitive market positions.It is proven that benchmarking serves as an effective tool for planning and implementing organizational changes, provided it is used in a comprehensive, continuous, and well-substantiated manner aimed at achieving the strategic goals of the enterprise. In the context of intensifying competition and rapid market changes, benchmarking enables companies not only to identify performance gaps but also to proactively initiate transformations, ensuring sustainable development and long-term competitiveness through informed adoption, adaptation, and customization of leading practices across various functional areas, including the optimization of organizational structures and enhancement of decision-making flexibility.