Building a Global Brand: The Case of Wipro Bharat Rao Associate Professor of Management Bala Mulloth Doctoral Candidate in Technology Management 5 Metrotech Center Polytechnic University Department Of Management Brooklyn, NY, 11201, USA Phone: 718-260-3617 e-mail:
[email protected] Proceedings of PICMET 2007 - Portland International Center for Management of Engineering and Technology 5-9 Aug. 2007, Page(s): 1372-1385, Portland, OR, USA, ISBN: 9781890843151 Building a Global Brand: The Case of Wipro Bharat Rao, Bala Mulloth Polytechnic University, Department Of Management, Brooklyn, NY, USA Abstract--In this business case study, we describe the solutions to its global customers through a process of transformation of Wipro, a Bangalore-based information fostering ongoing internal and external innovation. technology company. Founded in 1945 as Western India Vegetable Products Limited, Wipro is today the world's largest The IT Services Industry independent R&D services provider and among the top three At the beginning of 2005, the global IT services market offshore business process outsourcing (BPO) service providers with over 490 clients, 53000 employees and 40 plus development was estimated to be approximately US$630bn, and was centers across the globe. Wipro’s aim was to continue its growing at around 6% year on year. IDC had estimated that transformation from a low cost provider of outsourced services the global BPO market would grow to $1.2 trillion in 2006, to become a global information technology leader, delivering sharply up from $300 billion in 2004, representing a world-class solutions to its global customers through a process of quadrupling of business in a two-year timespan.