IDEAS home Printed from https://ideas.repec.org/a/ids/ijbglo/v31y2022i2p170-197.html
   My bibliography  Save this article

Benchmarking global IT majors' brand strength towards global branding of Asian IT organisations

Author

Listed:
  • Keshab Ray
  • Meenakshi Sharma

Abstract

Asian IT organisations are yet to do good progress in benchmarking towards global branding and benchmarking has not received much attention in marketing literature due to lack of benchmarking framework. The present research develops a brand strength-based benchmarking framework towards global branding and compares brand strength factors of Asian IT organisations with global IT majors. The survey was conducted with a sample size of 300 IT customers who are employees of internal IT divisions of global organisations and avail IT services from global IT organisations like IBM, Accenture, Capgemini and Asian IT organisations like TCS, Infosys and Wipro. Asian IT organisations can benchmark global IT organisations to improve agility, positioning, innovation, awareness building and delivering the brand promise, towards making Asian IT organisations' future ready for global brands and to be able to address the entire breadth of opportunities in the evolving world of cloud and digital. IT is instrumental for the rapid growth of Asian's economy.

Suggested Citation

  • Keshab Ray & Meenakshi Sharma, 2022. "Benchmarking global IT majors' brand strength towards global branding of Asian IT organisations," International Journal of Business and Globalisation, Inderscience Enterprises Ltd, vol. 31(2), pages 170-197.
    • Handle: RePEc:ids:ijbglo:v:31:y:2022:i:2:p:170-197
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=125951
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijbglo:v:31:y:2022:i:2:p:170-197. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=245 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.