Search results

1 – 3 of 3
Per page
102050
Citations:
Loading...
Available. Open Access. Open Access
Article
Publication date: 22 June 2022

Trista Hollweck, Daphne Varghese, Mohsen Haghighatpasand and Mariana Domínguez González

The aim of this policy brief is to summarize the key priorities and recommendations made by ARC delegates and thought leaders who came together virtually between March 2020 and…

161

Abstract

The aim of this policy brief is to summarize the key priorities and recommendations made by ARC delegates and thought leaders who came together virtually between March 2020 and November 2021 to find ways to support students, parents, teachers, and school leaders in their respective educational communities during the COVID-19 pandemic.

Details

Emerald Open Research, vol. 1 no. 13
Type: Research Article
ISSN: 2631-3952

Keywords

Access Restricted. View access options
Book part
Publication date: 5 January 2016

Abstract

Details

Storytelling-Case Archetype Decoding and Assignment Manual (SCADAM)
Type: Book
ISBN: 978-1-78560-216-0

Access Restricted. View access options
Article
Publication date: 15 October 2019

Keshab Ray and Meenakshi Sharma

There is a lacuna in research work in terms of understanding how Indian IT organizations can become global brands. Benchmarking has not received much attention in marketing…

689

Abstract

Purpose

There is a lacuna in research work in terms of understanding how Indian IT organizations can become global brands. Benchmarking has not received much attention in marketing literature due to lack of benchmarking framework, and IT organizations are yet to make progress in benchmarking. The purpose of this paper is to examine the impact of brand strength on global branding by developing a conceptual benchmarking framework for Indian IT organizations.

Design/methodology/approach

Semi-structured in-depth interviews are conducted with thirty middle-level managers from two Indian IT organizations, two US-based global IT organizations and one UK-based leading bank, which is a customer of these IT organizations.

Findings

Results show a positive relationship between brand strength and global branding, between customer loyalty and global branding, between brand loyalty and competitive advantage and between global branding and competitive advantage. Indian IT organizations can benchmark global IT organizations to improve delivering brand promise, positioning, awareness building and authenticity toward making Indian IT organizations future ready to address the entire breadth of opportunities in the evolving world of cloud and digital.

Practical implications

This research helps managers with a brand strength-based benchmarking framework toward global branding of Indian IT organizations.

Social implications

IT is instrumental for rapid growth of Indian’s economy. India should optimally utilize its greatest wealth, its human potential, with the latent global demand in IT through building global IT brands.

Originality/value

The originality of the study lies in conducting a qualitative study on global branding of Indian IT organizations and also proposing a conceptual benchmarking framework. The study further validates the model using qualitative analysis.

Details

Benchmarking: An International Journal, vol. 27 no. 2
Type: Research Article
ISSN: 1463-5771

Keywords

1 – 3 of 3
Per page
102050