Globalising the brand: Looking beyond lower costs

　　当众多跨国公司选择在亚洲进行外包服务与生产时，其中一个企业说这样做不仅是为低成本，更重要的是通过在印度建立公司主要的研发基地而将自己的品牌国际化。

　　Cisco’s Wim Elfrink, who holds the unique corporate title of chief globalisation officer, says cost differentiation at the company is “a bonus, but the not the main driver anymore.” The networking firm is investing around 1.2 billion dollars in a globalisation centre in India to tap not only the region’s growth but also its innovative capabilities.

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