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However, these value propositions fall short of building winning relationships.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Research limitations\/implications<\/jats:title><jats:p>The research is based on questionnaire survey of Indian BPO service providers. A survey of BPO clients may further strengthen the proposed framework and make the findings more conclusive.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Practical implications<\/jats:title><jats:p>The proposed framework helps both the BPO client and the service\u2010provider organizations in understanding the critical role of relationship management in realizing the intended BPO service outcomes.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Originality\/value<\/jats:title><jats:p>The paper establishes the importance of capability service provision by the service provider as value proposition.<\/jats:p><\/jats:sec>","DOI":"10.1108\/02635570910982328","type":"journal-article","created":{"date-parts":[[2009,10,5]],"date-time":"2009-10-05T10:33:56Z","timestamp":1254738836000},"page":"993-1011","source":"Crossref","is-referenced-by-count":20,"title":["Building winning relationships in business process outsourcing services"],"prefix":"10.1108","volume":"109","author":[{"given":"Sangeeta","family":"Shah Bharadwaj","sequence":"first","affiliation":[]},{"given":"K.B.C.","family":"Saxena","sequence":"additional","affiliation":[]}],"member":"140","reference":[{"key":"key2022021220142634200_b1","doi-asserted-by":"crossref","unstructured":"Amit, R. and Schoemaker, P.J.H. 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