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":"bc09c53d62ff54af15e539740714d1e9","s":"54164cb6a063933c"}
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