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":"2e487f5f8403cac34a7705cd2c1b4b3f","s":"9b88a7cc644ce43f"}
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