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Infosys: The Challenge of Global Branding
內容大綱
Information technologies outsourcing is one of the emergent fast-growth industries in the global high-tech economy. India is the leading country for IT outsourcing and Infosys is the largest Indian company in this sector. The branding challenge for Infosys is to leverage its reputation for predictable excellent results for IT outsourcing. Management identified overall company top-line revenue growth as a way to achieve 30%-40% annual increases, but allocated only a negligible budget for marketing communications. The key to the global brand strategy would not be through brand image advertising, but through communications of product strategy developments to large global IT outsourcing companies. The goal for Infosys is to be on the shortlist of providers for the large, most sophisticated for IT services assignments.