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The impact of business outsourcing on corporate real estate in India

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DOI: 10.1108/14630010510631072

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Journal of Corporate Real Estate
The impact of business outsourcing on corporate real estate in India
Kiran Naidu Richard Reed Chris Heywood
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To cite this document:
Kiran Naidu Richard Reed Chris Heywood, (2005),"The impact of business outsourcing on corporate real estate in India", Journal of
Corporate Real Estate, Vol. 7 Iss 3 pp. 234 - 245
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Journal of Corporate Real Estate Volume 7 Number 3

The impact of business outsourcing on


corporate real estate in India

Kiran Naidu, Richard Reed and Chris Heywood


Received (in revised form) 23rd March 2005
Richard Reed, Faculty of Architecture, Building and Planning, The University of
Melbourne, Melbourne, VIC 3010, Australia
Tel: ⫹61 03 8344 8966; Fax: ⫹61 03 8344 5532;
Email: r.reed@unimelb.edu.au

Kiran Naidu is currently employed in the cor- ABSTRACT


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porate real estate industry in India and com- Driven by Western companies’ requirements
pleted a Master of Property at the University of for efficiency and effectiveness, a trend towards
Melbourne that focused on corporate real es- outsourcing of business activities to India and
tate. He has hands-on experience in corporate other low-cost countries commenced in the
real estate in India and Australia, and his re- early 1990s and has continued to grow at
search interests relate to the effect of outsourc- a surprisingly fast pace. In a relatively short
ing on these property markets. timeframe India has become a global hub
for back-office services, although the effect on
Dr Richard Reed (MRICS, AAPI) is a senior the urban cities is yet to be fully com-
lecturer in property at the University of Mel- prehended. As American and European com-
bourne and has conducted research into a panies continue to relocate their information
diverse range of property related topics. His technology services and other back office works
research interests are focused upon property to the subcontinent, there has been a consider-
investment issues, corporate real estate and able flow-on effect on Indian corporate real
the role of valuation. He is the editor of the estate.
Australian Property Journal and has published in This paper addresses two key questions.
numerous Australian and overseas journals, and Firstly, the factors important for Western com-
presents regularly at local and overseas con- panies’ outsourcing of organisational activities
ferences. In addition, it is an active member of to India, and secondly, the effect of business
Royal Institution of Chartered Surveyors (RICS), outsourcing on corporate real estate locational
Property Council of Australia (PCA) and the requirements in India. A survey of corporate
Australian Property Institute (API). real estate representatives in India and the UK
was conducted with the results providing an
Christopher Heywood is a University of Mel- insight into the present state and possible future
bourne PhD candidate and researcher in Cor- direction of outsourcing for India. This research
porate Real Estate and Facilities Management in presents a unique insight into the impacts of
the Faculty of Architecture Building and Plan- Western business outsourcing on corporate real
ning. He is an active member of the Corporate estate in India, and presents findings that are
Real Estate committee at the Property Council useful to both organisations seeking to relocate
of Australia. His academic research career fol- business activities to India and for property
Journal of Corporate Real Estate lows 15 years in professional architectural prac- market analysts looking to understand drivers
Vol. 7 No. 3, 2005, pp. 234–245.
䉷Emerald Group Publishing tice involved in many commercial, educational behind this sustained demand for Indian cor-
Limited,
1463–001X and institutional projects. porate real estate.

Page 234
Naidu, Reed and Heywood

Keywords: corporate real estate, India, forming the Indian economy, making it
business process outsourcing, demand one of the fastest growing economies in
drivers the world.3 India’s attractiveness has been
also enhanced due to rapid improve-
ments in its infrastructure. In turn, busi-
INTRODUCTION ness outsourcing to India has influenced
Western (multinational) companies are the country’s traditional employment base,
driven by the need to improve organisa- the composition of property markets and
tional efficiencies and effectiveness. Out- the structure of its cities.4 As a result of
sourcing of organisational activities has this activity, the real estate suitable for
often been suggested as a means of corporate purposes (corporate real estate5)
reducing organisational costs, providing in India has changed substantially.6
flexibility in dealing with change in the Typical of the business outsourcing
business cycle, and capturing innovation. considered here is the locating of software
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Parallel to this development has been a application development and maintenance


move to locate business processes — be activities in India. This has been suggested
that manufacturing or back-office ac- as one of the best ways to cut these costs,
tivities — to low-cost locations — often to deal effectively with the peaks and
being less-developed countries (such as valleys of software demands, as well
initial moves into Ireland and now Eastern as focus on a strategic organisational
Europe) or to developing counties (often direction.7,8 While other countries such as
located in Asia). Both these factors China and Russia are also enhancing
appear in considering the development of facilities to support software development
corporate real estate in India that is and output, India remains the undis-
responding to Western companies locating puted destination for outsourcing IT
operations there. services.9 The growth of the information
India has been identified as a geographi- technology-enabled services industry has
cal location that is a source of high- resulted in increased demand for real
quality, yet low-cost skilled manpower, estate.10 For example, IT enabled services
with low establishment costs, and rapidly companies alone occupy approximately
evolving IT and telecom infrastructure. 427,354 square metres (4.6 million square
These coupled with advantageous time feet) of office space across various Indian
zone differences with developed nations cities.11 Some secondary cities are also
in the northern hemisphere, have all con- gaining prominence in siting considera-
tributed to India evolving as a preferred tions due to their lower costs, quality
location for Western companies outsourc- infrastructure and scalability.12
ing their business processes (called ‘busi- That India continues as a preferred
ness outsourcing’ for the purposes of this location for business outsourcing, substan-
paper).1 By 2003, between one-half to tial credit must be attributed to the India’s
two-thirds of all US Fortune 500 com- southern states where cities such as
panies had already business outsourced to Bangalore, Chennai and Hyderabad have
India with the amount of work under- emerged as growth poles, creating centres
taken expected to more than double over of excellence in information technol-
the next couple of years.2 ogy, biotech and pharmaceuticals.13 These
Western companies involved in business regions created centres of academic excel-
outsourcing to India captures the cost lence and in this process produced the
advantages it offers and are rapidly trans- ‘knowledge workers’ to drive these cen-

Page 235
The impact of business outsourcing on corporate real estate in India

tres of excellence.14 As Western com- tions. This local development, in addition


panies continue to move aspects of their to greater exposure from international
business operations to India, they have service providers, is beginning to enable
specific requirements with acquisition of the delivery of quality real estate solutions
suitable corporate real estate a high at economical costs suitable for business
priority.15,16 outsourcing.18 Furthermore, given the
This paper examines the effect of Wes- concerns Western companies may have
tern company’s business outsourcing on regarding power and telecom infrastruc-
India, with the focus placed on real estate ture, Indian property developers are
markets that are most affected. It is sup- incorporating facilities such as power
ported by a survey of corporate real redundancies and telecom connectivity to
estate executives and service providers buildings in sector-specific development
in the property industry in India and projects.19
the UK, with particular emphasis placed
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on workspace, supply and demand, loca-


tion trends and service levels. The results LOCATIONAL DEMAND FOR
provide an insight into demand for cor- CORPORATE REAL ESTATE
porate real estate in India and identify The major primary cities in India, namely
areas have received the most attention, Mumbai, Delhi, Bangalore, Chennai and
including reasons for this demand. Hyderabad, are preferred cities for locat-
ing IT-enabled services (ITES) ven-
tures. This is not limited only to
BACKGROUND TO CORPORATE locational factors, but also due to the
REAL ESTATE IN INDIA presence of the support services. Secon-
As a stand-alone industry, corporate real dary cities like Pune, Cochin, Mysore,
estate still remains in its infancy in India Jaipur, Vijayawada, Nagpur, and Kolkata
with the first classification of ‘A’ grade qualify with many of the required
classified office and retail space only attributes but lack adequate support serv-
dating back to the mid 1990’s. Now, all ices. Driven by the IT-ITES sector, the
major Indian metropolitan cities boast a cities of Mumbai, Delhi, Bangalore and
substantial amount of ‘A’ grade office Chennai are experiencing development
space. The initial waves, in the early activity due to greater availability of land,
1990’s, of Western companies business construction of larger floor plates and
outsourcing to India were accompanied offers of custom-built facilities. Figure 1
by an acceptance any kind of facility below highlights some of the major cities
available, irrespective of the cost. How- in India that are the preferred destinations
ever, more recently there is a growing for outsourcing.
perception that these companies were not The primary cities in India that are
accessing in India the quality of corporate sought-after destinations by corporations
real estate and services available else- for locating business operations are briefly
where in the world.17 Typical of these reviewed below.
issues facing the establishment of In-
dian corporate real estate practices is (a) Mumbai — The financial capital of
that only recently are local private India
property developers beginning to fully The Mumbai commercial real estate
comprehend the workspace specifications market comprises the Central Business
required for IT-enabled services opera- District (CBD) of Nariman Point in

Page 236
Naidu, Reed and Heywood

Figure 1 Major
Indian cities where
outsourcing is being
undertaken
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Source: Mapsofindia.com (2004), (www.mapsofindia.com), accessed 19/12/2004

south and the suburban business districts and Secondary Business Districts (SBD) of
of Bandra-Kurla complex, Andheri-Kurla Gurgaon and Noida, with Gurgaon has
complex, Powai and Malad in the north. experiencing a substantial increase in ‘A’
Suburbs in Mumbai have seen an upsurge grade office supply. Noida continues to
in commercial space supply over the past witness the development of small build-
few years with IT/ITES companies driv- ings built on industrial and institutional
ing the market, especially in the central lands, primarily for companies in the
and northern suburbs (7). The majority of IT/ITES sector. Overall Gurgaon and
the new demand in CBD has been for Noida continue to remain the favoured
office space for companies that essentially location for IT/ITES companies20 (7).
need to be closer to the government
offices, stock exchange and financial (c) Bangalore — The Silicon Valley of
institutions. Asia
With a population of approximately 6
(b) Delhi — The political capital and million, Bangalore is the fastest growing
power centre city in India. The city experienced rapid
The Delhi commercial market comprises economic growth during the 1990’s,
largely of the CBD of Connaught Place where the liberisation of the economy

Page 237
The impact of business outsourcing on corporate real estate in India

has since transformed the city from in the commercial real estate sector during
a retirement destination to a business the past couple of years, primarily due to
powerhouse that is arguably the leading IT and ITES sector.
information technology centre in Asia and
one of the top 10 hi-tech cities in the
world; a distinction shared with Salt Lake RESEARCH DESIGN AND
City, Seattle, Boston, Tel Aviv and METHODOLOGY
Singapore. The city was also rated the To ascertain the driving factors in loca-
number one city in India to live and work tional aspects of Indian corporate real
in by Business Today.21 estate a written survey was sent to
New commercial supply in Bangalore fifty professionals in India and the UK
continues to be meeting the demand of employed in, or connected to the cor-
the growing IT/ITES industry, with porate real estate industry in India. The
demand in the CBD mainly from start-up questionnaires were distributed in July
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companies, entrants in the Indian market 2004 with a 30% response rate achieved.
and those requiring liaison offices in the The respondents in India were executives
centre of the city. It appears that ranging from facility managers, project
Bangalore is the preferred destination for mangers, corporate architects, real estate
IT/ITES companies.22 Bangalore offers research consultants and business develop-
substantially lower priced real estate along ment professionals, both from the service
with a lower cost of living than Delhi and and client side of the industry. The
Mumbai. Furthermore, it also has a questionnaires sent to the UK were to
readily available pool of educated labour executives working in the client side of
due to an agglomeration of education the industry who are actively involved in
establishments. These, coupled with the opening up office spaces in India.
climatic conditions, are the primary
reasons why Bangalore is considered the
‘Silicon Valley of Asia’.23 OBSERVED TRENDS
All participants agreed with the following
(d) Chennai statement and confirmed there had been
Chennai commercial market comprises a trend in corporate real estate outsourc-
the CBD of Guindy and the SBD of ing in India since the development of
Old Mahabalipuram Road (IT Corridor). computer technology.
The IT/ITES sector continues to be the
main demand driver in the city, and ‘‘There has been an observed trend of
companies have located in areas where corporate real estate outsourcing in In-
ready-to-move-in office space is available. dia. Do you agree with this statement?
Demand for commercial office space con- If so, why or why not?’’
tinues to be for quality buildings and is
concentrated around South Chennai.24 This was due to major Western multi-
national companies (MNCs) shifting their
(e) Other cities operations to India, which in turn in-
Two other cities on the list for companies fluenced the growth of the real estate
opening offices in India are Hyderabad, sector. In addition, most respondents in-
called India’s ‘Cyber City’, and Pune cluded reasons why corporate real estate is
called India’s ‘Silicon Alley’.25 Both cities being outsourced to India. Reasons for
have also experienced substantial growth this trend were listed as:

Page 238
Naidu, Reed and Heywood

Type of Business activities outsourced to India Figure 2 Business


activities
5 outsourced to India

4
Grading

0
Software IT enabled Back BPO's Call Hardware Medical Other
Services offices Centres

Types of activities
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— demand from MNCs for quality serv- Overall, the key reasons observed by the
ice to match international standards; participants as to why Western corporate
— (a) long term cost savings, (b) a real estate was outsourced to India could
specialist approach, (c) sophisticated be summarised under three main areas: (a)
management systems and (d) utilisation cost issues, (b) specialisation and service
of global best practices; issues, and (c) best practice issues.
— the cost effective solutions that India
offers investors;
— (a) Low-cost labour, an (b) uncompli- BUSINESS ACTIVITIES OUTSOURCED
cated employment structure and TO INDIA
(c) government policies regarding The participants were asked to rank in-
privatisation; dividual business activities that are out-
— (a) comparatively inexpensive real es- sourced to India based on a Likert scale,
tate and start-up costs, and (b) a large with 1 being least important and 5 being
pool of educated English speaking most important with the following selec-
people; tions available: software, IT enabled services,
— the expansion of existing companies in back offices, Business Process Outsourcings, call
India; centres, hardware, medical or other.
— (a) lower long-term overall costs and The responses are summarised in Figure
(b) mobility, agility and scalability; 2 below, where the major business ac-
and tivities being located in India are the
— corporations viewing India as a loca- Business Process Outsourcings (BPO’s) and
tion for back office or non-core func- back office operations, followed by call centres,
tions that do not have a material effect IT enabled services and software development.
on the business, where the fundamen- To a lesser extent it was noted that
tal reason for this use is driven by the hardware and medical activities were also
huge cost differences in the labour locating in India, although to a substan-
market. tially smaller degree. No responses were

Page 239
The impact of business outsourcing on corporate real estate in India

Figure 3 Factors Factors favouring business outsourcing to India


favouring business
outsourcing to India 5

Grading
3

0
Real Estate Low-cost Skilled Government Infrastructure Service Other
costs Labour English Incentives Levels Factors
speaking
people

Important factors
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received for the category of Other as all vantages and future considerations. The
outsourcing responses were addressed by responses are summarised below under
the first seven categories. these three headings.

Advantages
PRIMARY FACTORS FAVOURING
BUSINESS OUTSOURCING Real Estate Costs
This question identified the primary fac-
tors favouring business outsourcing to In- — cheaper than Europe and North
dia, in order of importance. Respondents America, although comparable to
ranked these factors and also added their Philippines, Brazil and China;
comments on those factors. The factors — availability of ‘A’ grade real estate at
offered were real estate costs, low-cost labour, minimal costs; and
skilled English speaking people, government — real estate costs equate to only 10 to
incentives, infrastructure, service levels, and 25% of the decision to open operations
other factors. in India.
The results are summarised in Figure 3,
with low-cost labour coupled with skilled Low-cost Labour
English speaking people identified as the
two main factors that have fuelled out- — skilled labour coupled with limited
sourcing to India. Other factors of sig- pro-labour laws in service agree-
nificance are real estate, government policies, ments.
infrastructure, and service levels. In a similar
manner to the previous question, no other Skilled English Speaking People
factors were nominated as being of any
importance. — speaking the language holds a substan-
However, some participants expressed tial advantage over other neighbouring
their views on factors considered in countries such as China, where more
business outsourcing. These responses ‘non-speaking’ back office functions
varied in terms of the advantages, disad- are expanding;

Page 240
Naidu, Reed and Heywood

— existence of neutral accents, combined to India are based on the business itself
with low-cost skilled English speaking and not restricted to cost savings provided
labour; and by real estate.
— pool of intellectual English speaking
people.
PREFERRED LOCATIONS FOR
Government incentives CORPORATE REAL ESTATE
The literature has reported the cities that
— greatly assists a corporation’s decision are preferred locations and indicated
and considered a huge bonus; intra-city locations that are places where
— import and export excise duty corporate real estate for outsourcing is
waivers; located. This research investigated the
— lower infrastructure tariffs; and current preferences in the quality of real
— inexpensive land made available, estate as well as locations within cities in
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coupled with land subsidies — India. Respondents were asked to rank


sometimes land is free of cost. their quality of real estate preference on a
scale of 1 to 5 for (a) ‘Grade ‘A’ spaces’,
Disadvantages (b) ‘Grade ‘B’ spaces’ or (c) Other. For
The disadvantages identified by respon- the location demand, the respondents
dents were unforeseen events, which in ranked (a) ‘CBD location’, (b) ‘suburban
India were events such as: location’ or (c) ‘Other’. The results are
summarised in Figure 4 and confirm that
— labour strikes at short notice; ‘A’ Grade spaces in the suburban locations
— inability to import goods exactly as are preferred. This indicates that the
planned due to restrictions; original trend of opening up offices in the
— sudden chan g e s to local CBD area was reducing.
government/processes and procedures Extending this investigation an open
that can be directly linked to ended question as to reasons for this
bureaucracy. revealed the following:

Future considerations — Depends on kind of use. Suburban


Infrastructure was identified as being of areas ideal due to lower real estate
paramount importance for Western com- costs;
panies operating in India and may affect — Access to labour force in suburban
the viability of long-term businesses out- areas and modern facilities;
sourcing to the country. — Suburban areas due to large floor plates
and good parking facilities;
— adequate power supply is a main con- — Suburban government identified strips
cern; of land for IT enabled facilities;
— few steps, if any, are being taken to — Huge tracts of real estate available in
identify reasons for inadequate power suburban locations;
supply; — Government sponsored industrial es-
— if India’s development is to progress, a tates;
reliable power is essential. — Suburban due to proximity to city
centre;
Whilst rents appear to be low on a global — Suburbs located close to employee
scale, the underlying reasons for relocating pockets;

Page 241
The impact of business outsourcing on corporate real estate in India

Figure 4 Preferred Preferred location for Corporate Real Estate


locations for
corporate real 5
estate
4

Grading
3

0
Grade ‘A’ Grade ‘B’ CBD Suburban Others
Spaces Spaces Location Location
Type of locations
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— Now suburban in future secondary process outsourcing, back office and call
cities will see growth; centres were the most likely types of
— CBD — Finance/legal and business activities being relocated to
retail/young employee based India. The primary reason was the
companies; and availability of low-cost, skilled, English-
— Suburban location, larger corporates speaking people, where India has a
and ITES sector. definite advantage over the other low-cost
countries like China and Philippines.
In the view of participants the suburbs are Business process service levels were also
increasingly becoming the favourite des- one of the factors considered by com-
tination due to modern facilities in terms panies locating these operations in India,
of the building and parking, and also for real estate costs and government incen-
government subsidies. They were also tives were not as important in the
of the view that IT and ITES sectors decision. However, these were considered
preferred suburban locations to set up a bonus.
their offices and CBD was more likely to Although service levels and infrastruc-
be looked into by finance, legal, retail and ture have been reasons for business
young employee-based companies. outsourcing to India most of the par-
ticipants expressed concerns whether the
capacity of present infrastructure was
DISCUSSION AND ANALYSIS being stretched. The provision of back-up
A key question for this research has been services was now considered as a pos-
to identify which factors have been the sibility in acquiring new corporate real
most important for Western companies estate. Consistency of service and in-
outsourcing their organisational activities frastructure are critical factors and India
to India with supporting information as to may need to consider improving in-
what type of activities are involved. The frastructure to Western standards if it is to
responses showed that information tech- maintain its competitive attraction. If not,
nology (IT) and information technology Western companies will consider locating
enabled services (ITES) like business- in other countries where infrastructure is

Page 242
Naidu, Reed and Heywood

maintained to levels more acceptable to Mysore, Pune and Gurgaon may receive
them, and India will lose its current influx greater consideration in the future.
of foreign investment, which in turn is
providing investment in Indian corporate
real estate. CONCLUSION
A second key question related to the This research addressed two key ques-
quality of workspaces and locations that tions. Firstly, the factors important for
were most sought-after by firms for their Western companies’ outsourcing their
corporate real estate, and the reasons organisational activities to India, and
behind this decision. Most participants secondly, the effect of that business
identified that companies initially starting- outsourcing on corporate real estate
up did so in the CBD area. However, locational requirements in India. Over-
suburbs are now developing as preferred all, the results confirmed that low-cost
locations. For example, Bangalore, Delhi, English-speaking labour force is the
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Mumbai, Hyderabad and Chennai all foremost factor important for corporations
contain ‘A’ grade areas in the CBD, in deciding to business outsource to India.
although preferred locations are now Other factors that influenced the decision
moving towards the suburbs. Reasons to outsource included real estate, govern-
include the availability of cheap and ment costs, infrastructure, and serv-
large tracts of land, close proximity to ice levels. However, these factors were
city, government grants and sponsored only considered an added bonus and
industrial estates, locational issues for less important than the labour force
workforce access, good parking facilities availability.
and availability of large floor plates. This study confirmed that no country
The responses highlighted that invest- is competing directly against India, at
ment in real estate in campus style present, for outsourcing of back office,
facilities is being considered when they business processing outsourcing, call cen-
become an asset on the company’s balance tres and software development companies,
sheet. The responses also confirmed that since countries such as the Philippines and
companies, instead of occupying space in China cannot offer the large number of
different locations, prefer to consolidate skilled English-speaking people as India.
operations into one facility. Developers However, it should be noted that for
are offering built-to-suit facilities provided hardware and manufacturing works China
the client signs a long-term lease, with and other countries are preferred.
the most popular lease term being The effect of business outsourcing on
3 ⫹ 3 ⫹ 3 years. As well as consolidating Indian corporate real estate confirmed the
their business units, firms have improved growing preference for Grade ‘A’ accom-
productivity and taken the advantage of modation in suburban areas as the key
the synergies possible through employee area for corporate real estate locations.
proximity.
Some of the participants also referred to
earlier trends in real estate selection, FUTURE RESEARCH
which originally focussed on the primary Business outsourcing to India has matured
cities. However, participants indicated the real estate market, telecommunica-
that due to decreases in availability of tions have improved and English fluency
human resources in the primary cities, in India is flourishing. Corporate real
secondary cities like Cochin, Jaipur, estate practice in India has rapidly evolved

Page 243
The impact of business outsourcing on corporate real estate in India

and matured it is expected that this will relocate their own corporate real estate
continue in the future. To date this has provision. Where business processes are
been driven by the presence of large, conducted by local companies for
multinational corporate real estate service Western companies this creates a
providers as a result of India’s promotion corporate real estate need for those
local companies. Both consequences
as a business outsourcing haven. Their
impact on commercial and corporate
presence appears to have had an im- real estate industries in the destination
pact on the development of local cor- country, which for the purposes of this
porate real estate management and service paper are taken as largely synonymous.
providers and the long-term sustainability This paper begins to address the two
and development of indigenous corporate consequences on Indian corporate real
real estate practice. estate.
In addition, further research is required (6) Donovan, D. J. (2003), ‘Emerging
into the evolution of Indian corporate real Corporate Location Trends’, in
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estate practice in order to meet con- Corporate Real Estate Leader, Vol 2, No
tinuing demands that corporate real es- 1, pp 35–38.
tate operates as an organisational strategic (7) Brown, R. K. and Arnold, L. A.
(1993), Managing corporate real estate,
resource — both for Western companies
John Wiley & Sons Inc., New York.
involved in business outsourcing and In- (8) Cano, J. (2003), ‘Beyond Outsourcing:
dian companies seeking to meet those Encouraging collaboration and
business outsourcing demands. interdependence among various
suppliers’, in Corporate Real Estate
Leader, Vol. 2, No. 3, pp. 10–13.
REFERENCES (9) Krishnadas, K. C, (2004), ‘India is
(1) Kumar, A. and Tare, S. (2003), ‘India: undisputed offshoring leader’ in
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1. P. Sanjay Sarathy. 2013. TQM practice in real-estate industry using AHP. Quality & Quantity 47, 2049-2063. [CrossRef]
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