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Keywords: Global brands
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Journal Articles
Benchmarking: An International Journal (2020) 27 (2): 708–731.
Published: 15 October 2019
...Keshab Ray; Meenakshi Sharma 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...
