Courtesy of Sadagopan I saw this article by Subir Roy about the brand image of the three big Indian offshore firms - TCS, Wipro and Infosys - and their marketing efforts and challenges.
His assessment is in line with what I have written about TCS needing a "makeover" here, about the values of Wipro CEO Premji here and here, and about Infosys' showiness here, here and here.
But having said that, each of them does have delighted clients. They did not get there - or stumble - just because of their brands or values. They have built the business one client at a time. - and have built their own styles and personalities along the way.
Which brings me to a recommendation I make to most of my buyer clients- "Buy the appropriate team for your project/outsourcing needs, not just the provider brand or its culture". The services business can be very inconsistent in people quality - selecting the right team armed with the right tools is critical. Also, "Take advantage of the bounty" - which means also evaluate specialists and less recognized brands as I have written in my SWITCH post.
