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

Information Technology is a sector that has experienced swift change. Whatever is new today becomes obsolete tomorrow. A company providing Information Technology solutions has to respond quickly to the change in technology. The company has to develop strategies to provide services in emerging technology. The sustainable growth of an IT company depends much on the service areas. The company has to analyze market trends customer requirements and plan accordingly. Cognizant Technology Solutions is a multinational company whose headquarters is in Teaneck, New Jersey, United States. The Company was founded in the year 1994 by Kumar Mahadeva. The major services provided vary from Business and Technology, Consulting, Application Development and Maintenance, IT Infrastructure, Business Intelligence, Data Warehouse, Health Care, Mobile Computing Customer Relationship Management, Supply Chain Management, R&D Outsourcing and Testing Solutions. To achieve sustainable growth, the company has to set long-term goals, provide necessary skills to the workforce, evaluate its performance against the performance of the competitors and provide the best quality of products/services in cost-effective way. In our paper, we have tried to study the business model of Cognizant Technologies, business strategies, measures taken by the company in terms of skill development of its employees, role-based career structure followed, marketing strategy, and Customer retention as steps towards sustainable growth. We also focus on company's contribution towards green initiatives, Corporate Social Responsibilities and SWOC analysis of the company. Finally, we have analyzed Cognizant company's best practices and innovations towards latest digital business 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