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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Jx\/u7mrHPpusYOzKR4qBmpJke3MO4kBYV+Qfi0YPTOX284LxvBg7z3mf5DZKY\/Ui5kJ48CidLYoyjL90edfndirbVnHDfCdr8wsalOv97n1eiSQmiCu\/D9TzPqC+fYvXPUqCZ7ur5arshUlmVRNNRIzkwlfrEBGyNjJMzP4B3PY\/x5ERLtOvL74dHpiRlG39TII80LIdEjMg\/F6sf1ljKXamZbqAjln+43eLHHEuKMx+LNu4M7fY55535RIiZaenbTvoxuQSf9JuWJEI+pdYbwr69SlgIw4b3J3Fa62eUzxirZiDrTFT6hqZEg50hWmhHKasEGgb10P5VnSQboXkqVpabPgOni6x+ZL1MmjOXlLsPTyEINVgRcPgaYpvrx6rkPCQmhrYD3vWyVsE45mbppCOS+ki8Mp0HiKpZBrw18BbAeRd+TI4k9Hd6be\/SLC7ACpN\/QzqZ2bC9MCWy\/GXYSNmhPi00DFkFJkc7VgJ879QrwQSlFQ0Gf547YsXB83GzNdrr1lcs9y86urk47A9xb06wKjp08hxLNzwbUTNSdSfRSBn8D6vwFF6tM9ppmTVlLJ\/PlKNyRdZb9YagsHGkOR6Yj80JQPSz\/WxZzsirOBNA8xMafOUS97wNPs6ID4TAIYJEbvek+X8XT0BoZhNiXWq4\/f5BEZB2zOnlyJFdz2o94HmCqVAejQ4ggEO+MWplCeAG\/Omda1JeIv2ylXWJpHJOzRSAoGm4ycWf4I+CG4IGF0HcrtbHU+jApfmHbdGBEua1tJshSkAU8Ji+goc3gvU550Dv0zDMq4+l5t0\/Ol36TbUH24uThDitPMT6teWs4XHxclzS786Xr2nNT+iPsuux6PYVEry+MXFuysjECmBUxahBpExpAL4BB8SsE0nUBnQ9u6ZRc6vpnSjlMMlFKmFyeRZ2Ir17InGCa+cJL48\/9V3WgpErDfOrGCKlyygpO\/HE0JOe+jkaD1ScEgd7idrtkIhoOsEXBvkbH+9nSKsld8kMbESb6zlS2OGUX63mhOkGM5IORVhvvYJKC\/vgJDz1YwsirUHip6CPYNIBxn\/RONefyYbXNDr+P4Z0eqKsDWvDvoCgqGCEncKJYpRBukC0VVFjWaAkFuSPpmq\/3awSaCwRy+Gbw\/U0HzFL9cL+xo0x7DZI2w180n4EqYifCe947JMUWeAA4MkhmVF3eIat4Hz4NlnNO+e7rtGFpIFMNwleidbly2PzhSQtRunfaxFaDR1qJsfVc+aWTmmzpCuCREsdUITAYYoMa9td5q+0TiF3gQmZzbHH0xD\/pbp+ZamoAVMJidAIjuDmN1paMvb0KHAq1ZcQ4Vk3erQFn2rkEULXQTWr+vJJ9Q5BTcRekKrY7+6pvRLxornnxoS+QdqpDJQCnxlEhiktjEmqbQ\/fzFTzQZdGmYlsrQmtCsoY402IbjyIuvKr\/0o4yQgcI0J1v+eUTWHqHDD9FG+\/0uKqnEB6o5X9GyGSHd0Fdb9hy4cI\/xEm4mhxI84ia1vAt4lclIiMfq+S3Cvl\/jc1pmSl0nyTad3ZnQ1XR+jaPhFU+IrAJf5T4yMMbc8EmD\/jdgnRAdoorGjz3AlCcncKXvN4o\/WrN6wb+JJDqVRsuIXYl0Hd3i0JYcrX+RKzkvi7xc0WwSRFCeMtRWRFQVZYKZnCOZatUei1CX3cjYjX04EEqk7NxI\/KIm7+MLHLoN20isb14YRjThOGQBgx6SyIIFe7qsv57aYPHoFhBrHMWYCsWTX6Sny6eJD9gsoOVsKvJ2KTOLfyp1Hiv3U56Td2rBtDSuE13ng2rCswkg\/3Z3MSKNDIOq4RL\/NX2W5X5SJodeGPw5FqZFx+VfkYhXQuyDVfnfc+rXyT53pNf5u0GpjIkUwBCB0obi2mPp+CA4n1U\/Ownj7Qq02Zdj9vDMNP\/c0AHPNQWW9KPBAZ+rUhWOrjuoOs1y19XMaio50rA5zgiyDQKgxktV+nJFSIVmHR7lPDl1EuLPWSzigeEe0msc29wKQccWL7rpz5+yXlLau5cZbgrFw5eQCO\/p5vVInpBqbWhME303ewOrN2oxpghlPhkkftlA+xZeGEzIHd978Xi11rOMr\/ZAb\/B92T059R+4pmN1P0V7\/LKAr\/aGSVMEWvFH3ltk13eonu8WKFmNH9lJAzx5yqWcfW+qc6dTxS+BHNpEYopA0QqF9FIqsvN9tfiTXOB39vXRrd2qr2Ma7JDc7g28sa\/k6vYQ7QH4t78H+rFAVnv18BYaB1JyQyGpeKRpV\/w54ozyNfVojY9aGvgo85pQ8Sf1ZEFge0e7h60E298ensT1xwxxWAqJf0VOEQphfjujIApIWZaiSiy4ciXH6xbS83TvFPDg3jtoL0RVhhpH6au+CpoxJb3h5dgR6CvgUDXKQcM+BXi0rYXDU+wv1AGflwKsh1ioQNZdyPP9prhmcD3VJWySECweUmeYHk+3QcmFNQmuyD0JPubWY9eLWO5zJIGjgz8crz9nDc5ZTl65z1Qb+s+6zoLuH0yG90Tmv5xUBeGWXqv+6M8JPdHj5VVT2FWu0nmuvYCE9lakszY1pnIJ4gZje\/KqUa37gGQZmfha6bP9yesOTGCR5XjlWhVwDW3B90\/mgZKOIgid4lSs5ZeFFvPL140IBd+o0GvMYzBRzfHgrxbPz7Tl0OQrZ1qQWhI9Q3wKYyOM21Bk+kv57YKMHEQQsQJWhvukzmuND0bkQdvT1+e6IG2kZUVfwJhIjyO3RGp4KJ+RZJOLE\/DrLmvVpj0B\/YxUndTa34xB00JvdAaRYUuqlG6W\/7IVWGUeiINfIlvcD1Gklv3EeuQOcBuk2mxoGyANtOpCQYBC4rtFtj4LWLzJkRAZgq8VEgC91YmgxpnhvErul7klx\/p3YlCeF\/oJzxwVXjRzkCnO9pOkApmNxqsT0Xa9B0lUsEfA2jn7Zp4sgs+mqIlt2naBYCAMsmqIRlqa91grqnQbUJ\/6HwYHX1RO4fUg60x3JMHWcMgjfLqJbXm33EZLgtYAQzQrjXzRPpTEzYz\/gOKOABpgxOKzduicX1EEmn2z8dpPR\/CfGKp38dUB6zklWI1vD5eoREF9zGyShyo\/M03O7ddhW7K6+GWhcXsu8SIoeTO\/blTfpx9+0\/uJfZr26ECCqYVGv06lG9ADyBtqJ9HTvItRSQBKboiNQGlGqimPV4TJwcMi4kVn26m7i+welt7wX0WHfmXQ4AXyy4btrm4PKtqRfoMOXjIbEFKviVbk87z41tsZABU+cyR1ezZWfTk9HtleSxQ+0+OPuYvDysN67jIX8i83YAzoJgHKGwjsLVlx3eVlRW6DdjZ9XDiA49mWGc4qw1KwiAK0jxqREWQt1jf1x0\/AitfxgPOQfb2AKZzm0\/pTk+ESpEcTeG4+PJGOkBbmTkYoIdsSK+ihRRtgVJU85etPoo1\/1x3Km5neJ3K5Y7QTPd34KgF7J8p1T4hAuUbtw67HGHvO+YSGEtJ3AWoFGZNW4ZsgOugvmHQmYvqyTK2Xf8JXfVolNfxzkMqmMk56NwQeCtlQqz+U9SgXEy2KGbxPSW06mVM+2LqSzwVNlO0PlLSgoK9QO1YXrZOnzZtBBmg3UrpVsAk2ggag3Ytmn6KCYlLS58cxLYYzgxIUY5gMuk6oW0ApdK4fg2DKmDIRjIF+jTxmDnNRMs6O8awaE03JYhCvhP4OKdi0xRKZfyu0uumufsCPZCb7XAc7qbJev8psNQQ7FVLkNBYYowEtWglfDtAN8007u3B5vJ9cgV9qdZPiiDWugZJNSr2X6EkPABGixd7sJij38dkqmqi6wJqHRvzhE5gqMrUCWrW1\/lt43Z1By+dNxJDweuL099l4P95w2OMDW2xdkhMAlpUmwtgbYXbjwlqkiRhsopUM7MmSQs+iR0aVH1Rn8yBf4XGjTjYeFM8xEaZDmZwfI1zl6XhTglvwTwMoub5bLKNTIgTmhMPln7Bg7jpketqWEPm67TL+bs6+QItO748cOU+cyb7h3at+yjy4HJ9jd\/43apkRkPeHiX86SI8dLto+JUO1U8sLa0\/R1DT7QGNoi2zP+TKTG6k6l8OUSPXaeUhUBbS9JdjuusIjG4iUFop1trFLQ0SeNTOyUL0X91oK7w0Q+kYB3bpd4wbLo8gF+n6l2rnoiMFYYtfnSFxapL03m2r\/XxPQZ1M+2xJcTR0+z9JWcSF+vdtxjxrF1Ns0ehx9bynxuhDHIPxTOE3hT1+SCx8BMjz85gF\/wGKiv5MMAvaKapzpQ8k51XB3A==","iv":"8aa4b2d25e184e2411664bfd9d370962","s":"ee24e04e95c5b78a"}
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