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1 results

  • 7 - The World Office

  • Jean-Christophe Graz, Université de Lausanne, Switzerland
  • Book:
    The Power of Standards
    Published online:
    04 July 2019
    Print publication:
    11 July 2019, pp 173-208
    • Chapter
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  • Summary

    This chapter looks at a least-likely case of highly immaterial and deeply relational services. It provides an in-depth analysis of India’s achievement as the top business service offshoring location in the world and of the significant role played by standards. It offers a historical reconstruction, with an emphasis on how standards played a crucial role in the emergence of a wider spectrum of market institutions than those usually accounted for by the State–market divide of the existing literature. It then analyses the rise and range of international standards and certified management tools used in business process outsourcing in India. In contrast to conventional accounts that relational and intangible services are hard to standardise and, hence, internationalise, the analysis sheds light on the prominence of service standards in India and their ambiguous authority. Finally, the chapter focuses on the particular role of Nasscom, the voice of the Indian IT service industry, including its successful sponsorship of the adoption of a new ISO standard for business process outsourcing services.