Strategic Innovations in Tata Consultancy Services

The purpose of this paper is to describe a holistic, multidisciplinary framework that enables organizations to take a strategic approach to innovation. This strategic approach to innovation is predominantly enhancing not only firms’ creativity and valour but also envisaging its endurance and progression. Now only the product inventor is not in need today. There must be inventor of strategy who could invent new business models or strategies to make the markets globalise, and competition intensifies. Hence there is a need to study and understand “how firms are significantly gaining competitive advantage over its competitors by integrating strategic innovations in attaining excellence towards the success paradigms of any firms”. This has been explained through a desk research based case study of top leading innovative IT firm of India – Tata Consultancy Services (TCS) which embraces strategic innovations in the form of instituting innovation forum, innovation labs, co-innovation network, global strategic partnership, digital software solutions, and business process innovation. This case talked about “co-creation and value proposition” as business growth that certainly lead to strategic innovation in terms of gaining profitability, corporate growth and sustained competitive advantage. The findings contribute to the strategic marketing theory, for practitioners the results of the study provide a feasible path for developing competitive advantage.