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":"e04fa03a1ca87c3c612566f65314a198","s":"39a9eeda5ae5bc20"}
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