Retail
September 14, 2017
Localized content is paramount to running a global company. Image credit: McKinsey
By Danny Parisi
The digital age has afforded brands the unprecedented opportunity for global expansion, but digital immaturity can lead to embarrassing losses as companies struggle to effectively localize content.
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","iv":"e91591d4d3f327daca3056fa5b218810","s":"7a6742416482c343"}
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