Building a global brand: The case of Wipro

Bharadwaj 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

    Other

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

    Fingerprint

    Information technology
    Industry
    Outsourcing
    Vegetables
    Costs
    Teaching
    Innovation
    Personnel
    Global brands
    India
    Service provider
    Brand positioning
    Business case
    Service firms
    Brand awareness
    Strategic initiatives
    Globe
    Business process outsourcing
    Value chain
    Employees

    ASJC Scopus subject areas

    • Management of Technology and Innovation

    Cite this

    Rao, B., & Mulloth, B. (2007). Building a global brand: The case of Wipro. In PICMET '07 - Portland International Center for Management of Engineering and Technology - Proceedings Management of Converging Technologies (pp. 1372-1385). [4349459] https://doi.org/10.1109/PICMET.2007.4349459

    Building a global brand : The case of Wipro. / Rao, Bharadwaj; Mulloth, Bala.

    PICMET '07 - Portland International Center for Management of Engineering and Technology - Proceedings Management of Converging Technologies. 2007. p. 1372-1385 4349459.

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

    Rao, B & Mulloth, B 2007, Building a global brand: The case of Wipro. in PICMET '07 - Portland International Center for Management of Engineering and Technology - Proceedings Management of Converging Technologies., 4349459, pp. 1372-1385, PICMET '07 - Portland International Center for Management of Engineering and Technology - Management of Converging Technologies, Portland, OR, United States, 8/5/07. https://doi.org/10.1109/PICMET.2007.4349459
    Rao B, Mulloth B. Building a global brand: The case of Wipro. In PICMET '07 - Portland International Center for Management of Engineering and Technology - Proceedings Management of Converging Technologies. 2007. p. 1372-1385. 4349459 https://doi.org/10.1109/PICMET.2007.4349459
    Rao, Bharadwaj ; Mulloth, Bala. / Building a global brand : The case of Wipro. PICMET '07 - Portland International Center for Management of Engineering and Technology - Proceedings Management of Converging Technologies. 2007. pp. 1372-1385
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