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Globalising the brand: Looking beyond lower costs

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While many multinational firms are choosing to outsource services and production to Asia, one company says it’s looking beyond lowering costs and is aiming to ‘globalise its corporate brand’ by developing a major R&D base in India.


Wim Elfrink of Cisco Systems, 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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en

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text/html

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http://knowledge.insead.edu/contents/GlobalbrandElfrink.cfm?vid=3

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