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":"8e8045aeddcc4d7579570387e27a5232","s":"8cdaaa27c647be2f"}
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