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":"b572477846e17e86e782a41fd4a1ad5d","s":"6ab668e6e3f12de3"}
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