C/M/387. Global Brand Identity and Environmental Change: The Case of Infosys

This report focuses on the case of Infosys, the leading IT outsourcing firm in India, with annual revenues in excess of $1 billion. Having witnesses dramatic growth since its inception in 1981, Infosys has become a global player in the IT outsourcing market, building on a global delivery model that marries high-cost on-site services with low-cost component development. However, in its desire for continuous growth, the company faces stiff competition from the likes of Accenture and IBM. This report assesses how Infosys can build a global brand identity and what that identity may look like bearing in mind the company's internal strengths and weaknesses, as well as the threats and opportunities it faces in the external environment. The paper is based on a case study: "Infosys; The Challenge of Global Branding", Richard Ivey School of Business, The University of Western Ontario, 2005