Advanced Search
Case study search
Emerald Case Studies logo.

Emerald Emerging Markets Case Studies

ISSN: 2045-0621

Online from: 2011

Information: About this Collection

Options: icon: RSS Latest articles RSS  |  To add Case Study Alerts please take an Emerald profile

UST Global, India: delivering software service solutions

Document Information:
Title:UST Global, India: delivering software service solutions
Author(s):Balakrishnan Menon (Professor in the DC School of Management and Technology, Idukki, India and Research Scholar in the School of Management Studies, Karpagam University, Coimbatore, India)
Citation:Balakrishnan Menon, "UST Global, India: delivering software service solutions", Emerald Emerald Emerging Markets Case Studies, (2011)
Keywords:Computer software, Corporate social responsibility, Customer satisfaction, Service levels, Value-added
Article type:Case study
DOI:10.1108/20450621111127403 (Permanent URL)
Publisher:Emerald Group Publishing Limited
Acknowledgements:Case writer was a program director in UST Global from December 2002 to October 2008. The case is written with the writer's personal experiences with the company and through the information collected through interviews from some of the employees. The views and figures expressed in the case study are based on purely the writer's personal experiences and do not intend to contradict the company's stated position.Disclaimer. This case is written solely for educational purposes and is not intended to represent successful or unsuccessful managerial decision-making. The author/s may have disguised names; financial and other recognizable information to protect confidentiality.

Title – UST Global, India: delivering software service solutions.

Subject area – Marketing management – services marketing specialization.

Student level/applicability – MBA/PGDM senior students studying services marketing as a specialization course.

Case overview – US Technology Private Ltd (UST) is a major software services company in India. It was started in 1999 with a few employees at an offshore development centre in Trivandrum. Now in 2010, renamed UST Global, the company has over 7,000 employees worldwide. Phenomenal success of such a software company, in the left-oriented party dominated state of Kerala, has invited the attention of many people in the industry. The company earned valuable foreign exchange through software exports for the country and the state over the last ten years. The company has created innovative service differentiators, to impress on its clients, on the advantage of doing business with the company. The cementing customer satisfaction and derived customer delight that the company has created in their clients, has secured stable customer relationship management and customer loyalty. This reinforces the trust they have shown in the services management philosophy adopted by the company. The company's unique hybrid delivery model has worked well with its clients. Its unique selling proposition of “few clients and more focus” has resulted in delight of its customers, as they see it as a value addition for their money's worth. The leadership team attributes the success of the company to its fundamental core values and twin strategy of customer centricity and employee focus.

Expected learning outcomes – These are: customer perception of service; purpose of customer relationship management; service differentiators; and employees' role in delivering successful software service solutions to the customer, etc.

Supplementary materials – Teaching notes.

Icon: Teaching notes.

Fulltext Options:



Existing customers: login
to access this document


- Forgot password?

- Athens/Institutional login



Downloadable; Printable; Owned
HTML, PDF (109kb)

Due to our platform migration, pay-per-view is temporarily unavailable.

To purchase this item please login or register.


- Forgot password?

Recommend to your librarian

Complete and print this form to request this document from your librarian

Marked list

Bookmark & share

Reprints & permissions