We compare the performance of a comprehensive set of alternative peer identification schemes used in economic benchmarking. Our results show the peer firms identified from aggregation of informed agents' revealed choices in Lee, Ma, and Wang (2014) perform best, followed by peers with the highest overlap in analyst coverage, in explaining cross-sectional variations in base firms' out-of-sample: (a) stock returns, (b) valuation multiples, (c) growth rates, (d) R&D expenditures, (e) leverage, and (f) profitability ratios. Conversely, peers firms identified by Google and Yahoo Finance, as well as product market competitors gleaned from 10-K disclosures, turned in consistently worse performances. We contextualize these results in a simple model that predicts when information aggregation across heterogeneously informed individuals is likely to lead to improvements in dealing with the problem of economic benchmarking.
JEL: D83, G11Keywords: peer firm, benchmarking, EDGAR search traffic, co-search, analyst coverage, industry classification, wisdom of crowds * The authors can be contacted at clee8@stanford.edu, paulma@umn.edu, and charles.cy.wang@hbs.edu. We thank Boris Groysberg, Paul Healy, Ryan Buell, Kai Du, Akash Chattopadhyay, Andrew Jing Liu, Daniel Malter, Tatiana Sandino, Pian Shu, Martin Szydlowski, Akhmed Umyarov, and Aaron Yoon for helpful comments and suggestions. We are very grateful to Scott Bauguess at the Securities and Exchange Commission for assistance with the EDGAR search traffic data. We also thank Kyle Thomas for excellent research assistance. All errors remain our own.