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Infosys: The Challenge of Global Branding (Traditional Chinese version)
內容大綱
Information technologies outsourcing is one 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 information technology outsourcing. Management had identified overall company top-line revenue growth to achieve 30-40 per cent annual increases while allocating a negligible budget for marketing communications. Therefore, 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 short-list of providers for the large, most sophisticated assignments for IT services to bid against IBM and Accenture, while leapfrogging over other competitors in the fast growing and fragmented information technology outsourcing market.