NIIT Technologies was widely viewed as a reliable company with excellent talent. The company was trusted to deliver well on clearly defined Service Level Agreements (SLAs). But the future was changing for NIIT Tech and for the IT industry as a whole.
The original value proposition for the Indian IT software and services industry was primarily cost arbitrage; providing reliable services to offshore customers at lower cost than they could achieve with their in-house IT departments and teams. However, while cost remained important, customer expectations were rapidly changing.
To continue on a path for growth, NIIT Tech needed to deliver more than low-cost reliability. NIIT Tech’s customers often “did not know what they did not know” – and now needed their technology partners to advise them on new problem definitions and new technical solutions, and even to propose innovations not yet imagined or understood.
Within 36 months the company achieved a comprehensive cultural revolution with “New Ideas, More Value” as the key differentiator in a crowded field. With boldness, actions, mistakes and learning along the way, this is a compelling story of vision, commitment, and results over three years:
- 100% gain in share price
- 55% points gain in customer-facing ideas
- 16% points gain in employee engagement
- 6% points gain in Net Promoter Score
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Tags:Arvind Thakur, cultural revolution, More Value", new ideas, NIIT, NIIT Technologies, share price
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|Case Code||:||BSTR033||Electronic Format: Rs. 300;|
Courier (within India):Rs. 25 Extra
|Case Length||:||11 Pages|
|Period||:||1989 - 2002|
The case explores the reasons behind the success of the Indian IT education major, NIIT.
» The reasons behind NIIT's success and the strategies adopted by the company in building its brand image
Indian IT, education major, NIIT, market, brand equity, strategy, case, case study, Business strategy
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