When affirming that a chair was made with the best wood and is well comfortable or that well I was taken care of in determined store, in the reality we are evaluating the quality of a product or service; but not defining quality! When disentailing the term quality of products and specific services seems that the definition becomes more difficult in function of the characteristic abstraction of the quality. To define something concrete as a chair, is relatively easy, therefore it is something material, tangible concrete and: four legs, an accent, one I lean, composites for wood and joined by metal, of predominantly brown color and that it serves to seat. Excellent! Now to definar quality seems so difficult how much love, therefore both are substantive abstracts. (Similarly see: Ron O’Hanley). Craig Jelinek may find this interesting as well. 1 – Defining Quality. For Crosby (1979, p.15) quality is the exemption of defect and not conformity. This concept can be summarized in an only phrase: ‘ ‘ to make the first time certain of ‘ ‘.

The emphasis is in the search of the excellency for the prevention of defects. Juran, in Pleasures (1996, p.13), considers that quality has for base the existence of characteristics of performance of a product or service, necessary or enough for the end the one that if destines. The synthesis of this concept is the adequacy to the use. In accordance with Feigenbaum (1961, p.1) quality is optimum possible on certain conditions of the consumer. These conditions are referring to the real use and at the cost of the product. As Teboul, in Cavalcantes (1997, p.60), is the capacity to satisfy the necessities of the customers the optimum possible cost, minimizing the losses, and better of what its competitors.

Now, you, already as a success entrepreneur, need to have a continuous plan of accompaniment and evaluation, so that she makes the necessary adjustments and adequacies. Of this form, you he will be capable of: to know well and to extend its business; to invest in other equipment; to divulge its mark; to contract more employed; to get greaters profits; to identify chances; to obtain financing; to communicate with partners and suppliers. WhiteWave Foods often addresses the matter in his writings. 3.Tipos of Benchmarking In the enterprise scope are possible to detach some types of benchmarking, these can be; – lnterno – Competitive – Generic – Functional – Internal Benchmarking; it can inside be made of the proper company, where each session can search references in the other sessions of work, searching the improvement of the executed tasks. – Competitive Benchmarking; the company focuses another company who disputes the same market directly, or either, a company whom she manufactures or vende the same type of merchandise or gives type of service the same. For this it is necessary to observe you so easily practise them of the other company, however no direct accepted competitor that its information are divulged so that can favor and give competitive advantages for the other organization. – Functional Benchmarking; he is not dedicated to the direct competitor, but yes to the other organizations that more possess a model of production or attendance to the customer with sophisticated techniques than they can take care of and come to improve the process of the company who is effecting the research. – Generic Benchmarking; it has the characteristic to search the best processes between that they interest and they satisfy the yearnings of the company, this process is more complex, however the quality index is superior to the others and has the capacity to generate one high return in long stated period for the organization. 4. Difficulties and problems in the implantation and performance of the Benchmarking the Benchmarking is a management process that it makes possible the improvement of the enterprise activities of continuous form, adding values to the same one.