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Your Strategy Needs a Strategy: How to Choose and Execute the Right Approach by Janmejaya Sinha, Knut Haanaes, Martin Reeves

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CHAPTER 3

ADAPTIVE

Be Fast

Tata Consultancy Services: Adapting to Grow

Tata Consultancy Services (TCS), the largest Indian company by market cap as of 2014, has grown into one of the most successful technology services firms by evolving rapidly in response to waves of technological change through an ongoing stream of small business-model innovations.1 This adaptive approach enabled TCS to grow from a small player to a leading global one. TCS’s revenue growth is impressive: $20 million in 1991, $155 million in 1996, $1 billion in 2003, and more than $13 billion in 2014. From establishing India’s first dedicated software R&D center in 1981 to developing India’s first offshore development center in 1985 to entering the bioinformatics market in ...

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