Building a global brand: The case of Wipro

Bharat Rao, Bala Mulloth

Research output: Chapter in Book/Report/Conference proceedingConference contribution

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 multilocation strategy.

Original languageEnglish (US)
Title of host publicationPICMET '07 - Portland International Center for Management of Engineering and Technology - Proceedings Management of Converging Technologies
Pages1372-1385
Number of pages14
DOIs
StatePublished - 2007
EventPICMET '07 - Portland International Center for Management of Engineering and Technology - Management of Converging Technologies - Portland, OR, United States
Duration: Aug 5 2007Aug 9 2007

Publication series

NamePortland International Conference on Management of Engineering and Technology

Other

OtherPICMET '07 - Portland International Center for Management of Engineering and Technology - Management of Converging Technologies
Country/TerritoryUnited States
CityPortland, OR
Period8/5/078/9/07

ASJC Scopus subject areas

  • Engineering(all)
  • Strategy and Management

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