Critical Analysis on Business Strategies Adopted by an IT Company to Attain Sustainability: Case Study of Cognizant Technology Solutions

Abstract

Information Technology is a sector that has experienced swift change. Whatever is newtoday becomes obsolete tomorrow. A company providing Information Technology solutionshas to respond quickly to the change in technology. The company has to develop strategiesto provide services in emerging technology. The sustainable growth of an IT companydepends much on the service areas. The company has to analyze market trends customerrequirements and plan accordingly. Cognizant Technology Solutions is a multinationalcompany whose headquarters is in Teaneck, New Jersey, United States. The Company wasfounded in the year 1994 by Kumar Mahadeva. The major services provided vary fromBusiness and Technology, Consulting, Application Development and Maintenance, ITInfrastructure, Business Intelligence, Data Warehouse, Health Care, Mobile ComputingCustomer Relationship Management, Supply Chain Management, R&D Outsourcing andTesting Solutions. To achieve sustainable growth, the company has to set long-term goals,provide necessary skills to the workforce, evaluate its performance against the performanceof the competitors and provide the best quality of products/services in cost-effective way. Inour paper we have tried to study the business model of Cognizant Technologies, businessstrategies, measures taken by the company in terms of skill development of its employees,role-based career structure followed, marketing strategy, and Customer retention as stepstowards sustainable growth. We also focus on company’s contribution towards greeninitiatives, Corporate Social Responsibilities and SWOC analysis of the company. Finally,we have analyzed Cognizant company’s best practices and innovations towards latest digitalbusiness such as Internet of things, Data Science, Data Analytics, Artificial Intelligence,Machine Learning, Cloud Computing etc. to consider it as global leader in digital business.