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":"6f681329765a1c8d3dc6f7025ab94c3d","s":"41e34e55c263f899"}
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