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Without a doubt, well-developed strategies, numerous rediscovered management methods and innovation combined with modern technology are behind the success and development of many companies. But the most important ‘element’ of sustainable competitive advantage is the human factor that determines not only the existence of these determinants, but also represents the largest potential for each company, enabling the implementation and the success of targets and tasks. Human capital plays a crucial role in service companies where competence, knowledge and experience of employees in the course of their contact with customers determine the quality of services and competitiveness of the company. These aspects are of particular importance in relation to mainly airline companies, due to rapid advances in technology and the question of the safety of passengers. Therefore, the managements of many airlines look for such practices and management methods which permanently foster continuous learning and acquiring knowledge at the same time building the most valuable resource such as human capital. Benchmarking is one of such methods, in the process of which human resources play a huge role because there is cooperation between people with different types of intellect, different views and character traits, which in turn increases obtaining particularly original and valuable solutions. It is worth mentioning that the method motivates learning, and most of all, continuous learning from the best, benchlearning, thereby building a learning organization2. This is also encouraged by its formal and procedural nature which disciplines employees, imposing a specific procedure on them. Therefore, to ensure adaptability of benchlearning in the structures of the

The impact of benchlearning on the value of human capital. Reflections on an airline case study