Globalising the brand: Looking beyond lower costs

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¡¡¡¡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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