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Introducing B-COP:

A Methodology to Benchmark Competitive Online Performance

Article Summary

Assessing one’s online competition poses unique challenges due to the absence of

tangible cues. We provide a practical methodology that managers can use to benchmark

competitive online performance using publicly available free dataset. We provide details about

the methodology and apply it to three well-known companies with a strong online presence-

Google.com, NYTimes.com, and Amazon.com.

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