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In February 2022, the Finance Minister of India in the Union Budget 2022 announced that the government proposed to issue sovereign green bonds to mobilize assets for green infrastructure. These bonds are a sort of fixed-income instrument where the money raised from investors is used exclusively to finance projects having a positive environmental impact. The announcement was in sync with India's commitment to achieving net-zero carbon emissions by 2070. However, many issues come with it such as the complexity of green data, and the lack of uniform standards to measure the impact of green investments leading to allegations of “greenwashing,” among others. Its solution lies in the digital tokenization of green bonds using blockchain technology. Foreign investors scout for green bonds issued by growing markets like India, which have attractive valuations and good growth prospects. Marketing and issuing green bonds properly would have a far greater potential to bring investment to the security markets and the much-needed advancement in the sustainable sector. It is much more likely that green bonds will bring investment to the security markets and much-needed advancement to the sustainable sector if they are marketed and issued through digital tokenization. Financial regulators and policymakers can create a global framework for the application of blockchain technology in sustainable finance. This might entail tokenizing eco-friendly assets, issuing eco-friendly bonds, trading renewable energy and 2-2 carbon credits in a decentralized ecosystem, and decentralizing crowdfunding for eco-friendly enterprises.

This chapter seeks to demonstrate how blockchain technology can help issue green bonds and increase the overall efficiency of green finance in the economy. It also aims to scrutinize how such digital tokenization of green bonds would affect the security market and increase the standards of environmental, social, and governance (ESG) worldwide. While discussing how this process is shaping up and impacting the economies of various countries, it also seeks to provide suggestions to be taken into consideration while adopting the digital tokenization of green bonds.

There is a lacuna in research work in terms of understanding how Indian IT organizations can become global brands. Benchmarking has not received much attention in marketing literature due to lack of benchmarking framework, and IT organizations are yet to make progress in benchmarking. The purpose of this paper is to examine the impact of brand strength on global branding by developing a conceptual benchmarking framework for Indian IT organizations.

Semi-structured in-depth interviews are conducted with thirty middle-level managers from two Indian IT organizations, two US-based global IT organizations and one UK-based leading bank, which is a customer of these IT organizations.

Results show a positive relationship between brand strength and global branding, between customer loyalty and global branding, between brand loyalty and competitive advantage and between global branding and competitive advantage. Indian IT organizations can benchmark global IT organizations to improve delivering brand promise, positioning, awareness building and authenticity toward making Indian IT organizations future ready to address the entire breadth of opportunities in the evolving world of cloud and digital.

This research helps managers with a brand strength-based benchmarking framework toward global branding of Indian IT organizations.

IT is instrumental for rapid growth of Indian’s economy. India should optimally utilize its greatest wealth, its human potential, with the latent global demand in IT through building global IT brands.

The originality of the study lies in conducting a qualitative study on global branding of Indian IT organizations and also proposing a conceptual benchmarking framework. The study further validates the model using qualitative analysis.