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":"16c21d0233b3e00d885fa546d7cdf47f","s":"2c512b14710976b0"}
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