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- Title
Business-to-Business Marketing Strategies in the Knowledge Processing Industry.
- Authors
Sindhu, G.
- Abstract
KPO Experts India has indicated that Knowledge Process Outsourcing (KPO) is a step ahead of Business Process Outsourcing (BPO), referring to it as a process chain consisting of high-value-added activities. The fulfillment of business objectives in a KPO engagement model depends to a large extent on domain knowledge, analytical and execution skills, and experience and business expertise. Traditionally, the strongest talking point for marketing the KPO concept was the price advantage that India offered. Cost-benefit used to be the primary value proposition in almost every KPO marketing strategy in earlier times, and was considered to be the major advantage, based on which India was likely to constitute the $17 bn global KPO market, as forecast by the National Association of Software and Services Companies (NASSCOM). However, the cost advantage is seen to be waning in recent times. Labor costs are increasing due to rising salaries and real estate rates are formidable, despite the recession. Hence, KPO firms have moved away from projecting the cost advantage as their primary value proposition to prospects, even as a whole new range of benefits from outsourcing have emerged, such as access to high-quality manpower on demand, subject matter expertise, scalable infrastructure, objective perspective in analytical services and streamlined processes. This paper explores some of the ways in which KPOs in India are presently marketing their services, whether and how their marketing techniques have changed in view of recession-induced challenges, and how KPOs are differentiating themselves vis-à-vis competition.
- Subjects
NEW Delhi (India); INDIA; KNOWLEDGE process outsourcing; BUSINESS process outsourcing; COST effectiveness; TRADE advertising; STRATEGIC planning; NATIONAL Association of Software &; Service Companies (New Delhi, India)
- Publication
IUP Journal of Business Strategy, 2012, Vol 9, Issue 1, p37
- ISSN
0972-9259
- Publication type
Article