NDLI: Building a Global Brand: The Case of Wipro

Content Provider	IEEE Xplore Digital Library
Author	Rao, B. Mulloth, B.
Copyright Year	2007
Description	Author affiliation: Polytech. Univ., Brooklyn (Rao, B.; Mulloth, B.)
Abstract	In this business case study, we describe the transformation of Wipro, a Bangalore-based information technology company. Founded in 1945 as Western India Vegetable Products Limited, Wipro is today the world's largest independent R&D services provider and among the top three offshore business process outsourcing (BPO) service providers with over 490 clients, 53000 employees and 40 plus development centers across the globe. Wipro's aim was to continue its transformation from a low cost provider of outsourced services to become a global information technology leader, delivering world-class solutions to its global customers through a process of fostering ongoing internal and external innovation while maintaining the cost advantage associated with being located in India. The case also describes the steps senior management at the firm took to enhance brand awareness, brand differentiation, and brand positioning, which were all playing important roles in the growth of the company. Teaching objectives of the case include (a) understanding the evolution on the Wipro brand, (b) developing strategic initiatives to move up the value chain, (c) enabling intellectual leadership and building a global outlook within a large services firm, and (d) managing the challenges and opportunities of a technology-based global delivery model, combined with a multi-location strategy.
Starting Page	1372
Ending Page	1385
File Size	1538236
Page Count	14
File Format	PDF
ISBN	9781890843151
DOI	10.1109/PICMET.2007.4349459
Language	English
Publisher	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Publisher Date	2007-08-05
Publisher Place	USA
Access Restriction	Subscribed
Rights Holder	PICMET
Subject Keyword	Information technology Companies Outsourcing Costs Technology management Technological innovation Research and development Education Process planning Forward contracts
Content Type	Text
Resource Type	Article

Sl.	Authority	Responsibilities	Communication Details
1	Ministry of Education (GoI), Department of Higher Education	Sanctioning Authority	https://www.education.gov.in/ict-initiatives
2	Indian Institute of Technology Kharagpur	Host Institute of the Project: The host institute of the project is responsible for providing infrastructure support and hosting the project	https://www.iitkgp.ac.in
3	National Digital Library of India Office, Indian Institute of Technology Kharagpur	The administrative and infrastructural headquarters of the project	Dr. B. Sutradhar bsutra@ndl.gov.in
4	Project PI / Joint PI	Principal Investigator and Joint Principal Investigators of the project	Dr. B. Sutradhar bsutra@ndl.gov.in Prof. Saswat Chakrabarti will be added soon
5	Website/Portal (Helpdesk)	Queries regarding NDLI and its services	support@ndl.gov.in
6	Contents and Copyright Issues	Queries related to content curation and copyright issues	content@ndl.gov.in
7	National Digital Library of India Club (NDLI Club)	Queries related to NDLI Club formation, support, user awareness program, seminar/symposium, collaboration, social media, promotion, and outreach	clubsupport@ndl.gov.in
8	Digital Preservation Centre (DPC)	Assistance with digitizing and archiving copyright-free printed books	dpc@ndl.gov.in
9	IDR Setup or Support	Queries related to establishment and support of Institutional Digital Repository (IDR) and IDR workshops	idr@ndl.gov.in