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

Authors: Keshab Ray; Meenakshi Sharma

Addresses: Birla Institute of Technology-Mesra, Noida Campus, Ranchi, India ' Birla Institute of Technology-Mesra, Noida Campus, Ranchi, India

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.

Keywords: brand strength; Asian IT organisations; global brands; competitive advantage; structural equation modelling; SEM.

DOI: 10.1504/IJBG.2022.125951

International Journal of Business and Globalisation, 2022 Vol.31 No.2, pp.170 - 197

Received: 17 Sep 2019
Accepted: 23 Feb 2020
Published online: 05 Oct 2022 *

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