In 2003, GE Capital International Services (GECIS) was at a major strategic crossroad. What started in 1997 as a company to answer mail from GE's credit card customers had grown quickly into the leading Business Process Outsourcing (BPO) company in the world. The company now had over 17,000 employees in India who supported 450 processes to 15 of the top 20 GE operating companies worldwide. Over that same time, the global BPO market grew fast as well. In India, the entry of major global companies such as Accenture, IBM, and HP into the BPO market made GECIS compete ever more fiercely for talent. And the debate over outsourcing American jobs to foreign countries made the success of GECIS a potential threat to GEâ??s image in the United States.p>