EPRG MODEL – THE MARKETER’S GUIDE ON STRATEGIC within the geographic region of the business Lack of International Experience. EPRG Approach Aakash Kumar Gaurav Kataria Rahul without major modifications in overseas market All foreign marketing operations conditions International marketing organized on country to country basis. EPRG framework in international marketingDr. Howard V. Perlmutter is a world authority on globalisation and pioneer on the internati.

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The first drawback of a polycentric approach is that eprb “benefits of global coordination between subsidiaries such as the development of economies of scale cannot be realized. Ethnocentric approach will better suit small firms just entering international operations. A geocentric company develops standardized marketing mix, projecting a uniform image of the company and its products for the global market.

With that said, geocentrism is an ideology that must be accepted by any corporation operating globally in order for any sort of success and long term stability to be attained.

International Marketing – EPRG Framework

Columbia Journal of World Business 1: Management is unable to have total control over the company in the host country because it is found that “local nationals have a better understanding and awareness of national market conditions, more so than home office personnel. In these companies, opportunities eprv the home country are ignored. Although there is great benefit to taking into consideration local preferences in the host country when it comes to international business practices, a polycentric approach has its obstacles once implemented.

The Online Merriam-Webster Dictionary. The major disadvantage of this nature is it can restrict career mobility for both local as well as foreign nationals, neglect headquarters of foreign subsidiaries and it can also bring down the chances of achieving synergy. Finally, it tries to balance both global integration and local responsiveness. Busiiness way businesses and staff view the world is described as international management orientations.

Local personnel and techniques are best suited to deal with local market conditions. Thus, ensuring efficient use of human resources by building strong culture and informal management channels.

It is responsible for administering following direct taxation acts passe Even if consumer needs or wants in international markets differ from those in the home busibess, those differences are ignored at headquarters.

A regiocentric organization sees similarities and differences in a world region, and designs strategies around this. A particular region with certain important common marketing characteristics is regarded as a single market, ignoring national boundaries.


Steps Involved in the International Marketing Process. Because a strategy based mainly on one of the three elements can mean significantly different costs or benefits to the firm, it is necessary for a firm to carefully analyze how their eprrg is oriented and make appropriate decisions moving forward. In this context, ethnocentrism is the view that a particular ethnic group’s system of beliefs and values is morally superior to all others.

Similarly, if a company focuses its attention on the Europe, company follows regiocentric approach. Ethnocentric companies that do conduct business outside the home country can be described as international companies, they adhere to the notion that the products that succeed in the home country are superior and, therefore, can be sold everywhere without adaptation. The case of European Silicon Structures illustrates the practice ln geocentric organizations.

By using this site, you agree to the Terms of Use and Privacy Policy. One of the most striking trend in business, in recent years, has been growing internationalisation of business.

See all related question in M. Enter your new password here. Each return form has two forms of acknowledgements attached to it. Polycentrism [ disambiguation needed ] is one of the three legs in the EPG framework that “identifies one of the attitudes or orientations toward internationalization that is associated with successive stages in the evolution of international operations” [7].

This ideology is a great example of how today’s business must manage both global and local issues in order to succeed in the end. By clicking “Sign up” you indicate that you have read and agree to the privacy policy and terms of service. Every participating country is treated solely and individual strategies are carried out.

EPG Model is an international business model including three dimensions — ethnocentric, polycentric and geocentric. The benefit of moxel mind set is that it overcomes the shortage of qualified managers in the anchoring nations by migrating them from home countries. Com ma economics ma education ma history ma political science ma psychology ma public administration master degree programs vocational courses. This is because it does not need to send skilled managers out to maintain centralized policies.

This approach appears most appropriate when overseas sales volume is insignificant in comparison to the total sales of the firm. The major drawback of this mind set is that erpg results in cultural short-sightedness and does not promote the best and brightest in a firm.


A company with a geocentric orientation views the entire world as a potential market.

These policies entail high cost. To overcome from this problem one should adopt EPRG Framework, which identifies four types of orientation towards internationalisation of internaational operations — Ethnocentrism Polycentrism Regiocentrism Geocentrism. Geocentric approach encourages global marketing.

In contrast, polycentric organizations or managers see each country as unique, and consider that businesses are best run locally. From Wikipedia, the free encyclopedia. However, there are certain aspects of the business life in which ethnocentrism and polycentrism are more adequate models to follow, but functional smoothness and success in both home and host countries is dependent upon upper managements ability to select individuals who are world orientated as opposed to eorg or host country centered.

If a return is submitted after the due date, the following consequences will be applicable: Therefore, knowledge that could be beneficial across all regions is lost, and subsidiaries could be worse off than if they had obtained the knowledge. A person who assumes his or her home country is superior compared to the rest internatioanl the world is said to have an ethnocentric orientation.

Since this orientation implies global attitude to the development of marketing policies, it provides for improved coordination and control. There are many ma The first bjsiness is to calculate the taxable income from each source under Interntional states that businesses and their staff tend to operate in one of four ways:. The EPRG framework provides guidelines for the type of orientation a firm may have towards external marketing.


There are four types of orientations or framework towards international marketing:. The most effective way to enforce geocentrism is with a formal reward system that encourages both subsidiary and headquarters managers to work for global goals rather than just defending home country values.

The business of the geocentric company is characterized by sufficiently distinctive national markets that the ethnocentric approach is unworkable, and where the importance of learning curve effects in marketing, production technology buskness management makes the polycentric philosophy substantially sub-optimal.