The industry-low, industry-average, and industry-high branded operating benchmarks on p. 7 of each issue of the Footwear Industry Report O have the greatest value to the managers of companies earning above-average operating profits per branded pair sold in one or more geographic regions. O are of very limited value to company managers in making decisions to improve company performance in the upcoming decision round because the benchmarking data do not identify which companies have the lowest/highest costs and operating profit margins per branded pair sold. O are of great value to the managers of companies whose costs per branded pair sold are above the industry average benchmark in at least two of the four geographic regions. O always merit close attention because when these benchmarks signal that a company's cost of branded pairs sold, distribution and warehouse costs, or operating profit margins in one or more geographic regions compare unfavorably, managers are well-advised to take immediate corrective actions in the upcoming decision round. O are of particular value to the managers of companies looking for convincing evidence that their company needs to cut branded footwear prices and spend more money on marketing efforts so as to increase sales of branded footwear and gain a bigger share of the market for branded footwear in one or more of the four geographic regions.