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.
{"ct":"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","iv":"a61d7497c8ea4cab181addff95787bc5","s":"fcf09c3ec6d52064"}
Share your thoughts. Click here