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":"d6d1166f508b58911943d15f1ffc2934","s":"3dbf077394ae0a24"}
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