Wednesday, April 10, 2013

Be the difference ...



There are several intangible assets and organizational capabilities for a company to capitalize on. Some of these include ability to attract talent, speed with which an organization adapts to changes, brand identity, accountability, learning, leadership, customer connectivity etc. It is highly imperative for an organization to invest time and resources in such areas to gain competitive advantage. It is very rightly said; in the end what people admire you for are your capabilities.


One organization which draws my attention is Infosys Limited. Infosys was established in 1981 with US$ 250. Today it is one of the biggest IT services companies in India It is a global brand. This is apparent from the fact that many of the May MISM 2012-2013 batch students, which includes me, were once Infosys employees! Let’s delve into some of the unique qualities which make Infosys a global leader.

Infosys Training and Development Center at Mysore, India is known for inculcating world class education and training to thousands of employees every year. I was part of this training for 6 months in 2009. A significant part of the knowledge which I possess today is because of what I learned during those days. New ideas were developed and employees received trainings on them. One essential component of the training program was CLIFE. All employees were supposed to be well versed with this. The following extract, taken from the official website, elaborates on CLIFE. This highlights the importance of intangible assets to Infosys.

Client Value:   To surpass client expectations consistently
Leadership by Example To set standards in our business and transactions and be an exemplar for the industry and ourselves
Integrity and Transparency:  To be ethical, sincere and open in all our transactions
Fairness To be objective and transaction-oriented, and thereby earn trust and respect

Excellence:  To strive relentlessly, constantly improve ourselves, our teams, our services and products to become the best 

Another asset which Infosys possesses is of being able to attract the best talent of the country.  Every year more than 20,000 fresh college graduates are recruited and nurtured into world class employees.

Infosys clients include all the top notch companies of the world. An article in the Economic Times dated Sept 21, 2012 “Infosys to treat its top 50 clients in a special way” talks about their client engagement strategy. One of the changes which they implemented was of dedicating senior executives to watch over each of their top clients. This clearly shows the importance of customer connectivity and the benefits of maintaining enduring relationships with customers.. Since years they have been recognized globally for their positive client relationships.


Nothing would have been possible without the sheer effort and commitment of their founder and leader, N.R. Narayana Murthy. He was and remains to be the company’s pillar of strength. He was the mind behind Infosys’ Global Delivery Model which ultimately made the company a success in the IT services domain in India. Through these years Infosys has produced other effective leaders which include Kris Gopalakrishnan, S.D Shibulal and Nandan Nilekani. Such leaders have helped the organization carve a strategy which is non-imitable.

Encouraging employees and boosting their morale is also necessary. Infosys held quarterly and yearly award functions to felicitate employees. This shows that employees are held accountable for their work and rewarded accordingly.

To conclude, I would like to mention that such organizations set an example for others. They are respected worldwide for qualities which are difficult to imitate. Organizational capabilities cannot be ignored and every institution should focus in the development of these capabilities. Will every such organization succeed? No one knows, but they will definitely have an edge over others.

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