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":"90555c882b91389b037a5f950482b3cd","s":"a8bb32815d78c6a3"}
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