Abstract

The caselet discusses the growing importance of Indian IT companies in the global software services and BPO industry.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• The competitiveness of the leading and niche players in the IT industry
• and How smaller companies in a highly competitive software industry can grow by focusing on the niche segments of the industry.

Keywords

Original Equipment Manufacturers (OEMs), trademarks, branding strategy, breach of contract, advertisement campaigns