Cognizant Technology Solutions: Growth and Transformation of Its Data Warehousing and Business Intelligence Division

Abstract

The case narrates the growth and transformation of Data Warehousing and Business Intelligence (DW&BI) division of Cognizant Technology Solutions (CTS). CTS was started as a captive software development and maintenance unit of Dun & Bradstreet, and subsequently began to provide service for other customers. As the organization moved from a region-specific servicing model to a vertical specific model, DW&I became the first horizontal within the company to align the delivery organization at offshore, into what is now called VPOCs (Vertical Point of Contact) within the organization. The initial phase of the practice was in a vanilla solution center model. Through the unique concept of solution accelerators and value creators and a strong advisory/ consultancy group (XCBIT), CTS-DWBI practice has evolved itself into the role of a key strategic BI partner for its customers, providing a range of services like Data warehousing, Master Data Management, CPM/ BPM, BI, analytics. The case provides the interplay of corporate and divisional strategies and helps in understanding strategy implementation and Information Technology strategy internally and how an IT and consulting organization can build competitive advantage and sustain it in the dynamic market environment.