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":"2a7e20be99ba0912b9bdb8ca65fd6db6","s":"5bfd00f755984140"}
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