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April 17, 2019

The Best Way to Make a Global Impact: Localization

By Lior Katz, VP of Global Field Operations, Bright Machines

If you’ve ever traveled internationally, you might recall the experience of stumbling upon the familiar sight of Apple store and the sudden wave of comfort you feel in a foreign place. This is because Apple – like many international brands – has long pursued a standardized model for growing revenue, which translates to a standardized experience for you. In this model, the entirety of the buying experience, from the product to the storefront, looks and feels exactly the same to the consumer whether they’re standing in San Francisco or Shanghai.


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