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":"361f86dc2dd85212883c11a81df6caf5","s":"bbaab0e946365c3d"}
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