Globalising the brand: Looking beyond lower costs

　　當眾多跨國公司選擇在亞洲進行外包服務與生產時，其中一個企業說這樣做不僅是為低成本，更重要的是通過在印度建立公司主要的研發基地而將自己的品牌國際化。

　　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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