Abstract
<jats:p>The article examines benchmarking research as an integral component of marketing research in the B2B market under conditions of economic instability and increased environmental uncertainty. It is substantiated that B2B markets are characterized by a limited number of customers, high concentration of demand, significant contract values, and complex multi-level decision-making processes, which substantially differentiate them from consumer markets. Under such conditions, traditional marketing research tools focused primarily on market size, demand dynamics, or market share analysis do not provide sufficient analytical depth for managerial decision-making. The study argues that in the B2B segment benchmarking evolves from a simple comparative tool into a mechanism of strategic adaptive management. It is oriented toward the systematic analysis of business processes, customer interaction models, service standards, logistics solutions, and managerial practices of industry leaders. Unlike B2C markets, where consumer behavior dominates analytical frameworks, B2B benchmarking focuses on functional and managerial practices that determine the long-term value of interfirm relationships and partnership sustainability. The key types of benchmarking are identified and classified, and the criteria for selecting benchmark companies are systematized with regard to the specific features of interorganizational markets. This approach enhances the validity of comparative analysis and improves the substantiation of marketing and strategic decisions in B2B enterprises. Particular attention is paid to the role of benchmarking in the formation of value propositions, where comparisons of supply conditions, service quality, contractual flexibility, and digital customer support enable firms to identify and strengthen their competitive advantages. It is proven that under martial law and crisis conditions benchmarking research contributes to reducing time and information costs associated with the development of marketing strategies by adapting proven managerial solutions of market leaders. Consequently, benchmarking serves not only as an analytical instrument but also as a practical tool for enhancing resilience, adaptability, and competitiveness of enterprises operating in B2B markets.</jats:p>