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":"6778a59d47e0d5d06a50ca9edd0bb233","s":"bb5b94f9695b917c"}
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