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":"3f7aee5596b1722b88cc04256dc09545","s":"0e4b4ac883606b92"}
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