Onward Technologies Limited: An Indian SME Building a Global Brand

Onward Technologies Limited was an engineering services outsourcing company based in India with divisions and branch offices around the world. Founded in 1991, the company was an early entrant in the services outsourcing sector and had performed moderately well. Over time, the company had moved from providing banking services support to providing engineering services. Competitors, however, showed greater growth, and new companies were commanding an increasing share of the market. In 2006, Onward Technologies Limited underwent a significant restructuring process and sharply reduced its clientele with the goal of establishing a long-term but narrow focus. Still, the company had not been growing at the rate envisioned by its founder. It had secured a significant and prestigious order from a well-known US company and was wondering which path to pursue. Should the company continue doing business in the developed economies and working with new Fortune 500 companies, or should it pursue new opportunities in the emerging Asian markets.

This case is suitable for courses at the postgraduate and executive levels in the areas of international business, strategic management, entrepreneurship, and international marketing. The case is also suitable for courses on management of businesses in emerging markets. The case provides an overview of the engineering services outsourcing sector globally, drawing the distinction between the businesses in developed versus developing markets. It discusses the engineering services outsourcing sector in India and gives students an opportunity to consider the future of an Indian engineering services outsourcing company with a global presence that wants to increase its growth trajectory. After working through the case and assignment questions, students will be able to<ul><li>describe the status of India’s engineering services outsourcing business;</li><li>describe the challenges companies from emerging markets face in their efforts to reach global markets;</li><li>use a SWOT analysis to identify internal and external challenges and opportunities;</li><li>identify suitable markets by conducting a global PESTEL analysis of engineering services outsourcing companies;</li><li>suggest how a company can enter newer markets; and</li><li>suggest how a company can achieve a global competitive advantage over the long term.</li></ul>

• Engineering Services Outsourcing, ITES