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.
{"ct":"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","iv":"771b238eb9d1092dcb3fb8d79fd18f02","s":"ea6c1caa9dc6ca0d"}
Share your thoughts. Click here