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EPRG Framework or Orientations Of International Marketing. The form and substance of a company’s response to global market opportunities depend greatl . EPRG framework in international marketingDr. Howard V. Perlmutter is a world authority on globalisation and pioneer on the internati. Dr. Howard V. Perlmutter is a world authority on globalisation and pioneer on the internationalisation of firms, cities and other institutions.

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This develops an affiliated corporate culture and aids transfer core competences more easily. On the incomes that they hav It is generally viewed as economical and manageable.

What is meant by The EPRG framework in International Marketing?

The suitability of EPRG orientation may differ not only from company to company but also from-j i marketing decision area to another within the same firm.

Username or Email Password. Firms in the international market have a different orientation and operating strategy. For example, Norway and Spain are both in Europe, but are very different in climate, culture, transport, retail distribution, and so on.

This approach maintains a balance between home and host market. The different internationaal authorities and their functions are outlined below: They possess a strong regional identity.


The environment of each market knternational considered while formulating the marketing strategy. When company is small and is not in position to invest heavily in overseas operations, it is better for it to identify countries which have characteristic similar those of home country and export to them. On the incomes they have earned themselves. The ethnocentric orientation means company personnel see only similarities in markets and assume the products that succeed in the home country will, due to their demonstrated superiority, be successful anywhere.

A company with a geocentric orientation views the entire world as a potential market. Marketing personnel are recruited from that region, regional channels of distribution are developed and policies in respect of other interhational such as product, price and promotion have a regional orientation.


The management of a company has to decide the type of orientation that a firm should give to its overseas marketing operations. Polycentric will prove idle for firms seriously committed to international marketing and have capacity to invest to the desired extent towards achieving their objectives.

By clicking “Sign up” you indicate that you have read and agree to the privacy policy and terms of service. Ethnocentric approach is suitable to small firms just entering international operations. This perception mitigates the chance of cultural myopia and is often less expensive to execute when compared to ethnocentricity. In a company with regiocentric orientation, management views regions as unique and seeks to develop an integrated regional strategy.

The basic assumption of this approach is that all human beings are alike. If a return is submitted after the due date, the following consequences will be applicable: A person who assumes his or her home country is superior compared to the rest of the world is said to have an ethnocentric internatjonal.

Such companies do not adapt their products to the needs and wants of other countries where they have operations. Geocentric approach encourages global marketing. Orientation towards international framewor, by a company, which consider export market has no difference with domestic market and hence applies domestic market techniques with overseas market.

EPRG Framework – Management Study HQ

It does not require much investment. The case of European Silicon Structures illustrates the practice of geocentric organizations.

Local personnel and techniques are best suited to deal with local market conditions. Geocentric companies, as truly global players, view the world as a potential market, and seek to serve this effectively. Com ma economics ma education ma history integnational political science ma psychology ma public administration master degree programs vocational courses.


This approach is more successful in areas such as production and research frameework in marketing. International marketing is the multinational process of planning and executing the conception, In the ethnocentric international company, foreign operations are viewed as being secondary or subordinate to domestic ones.

He states that businesses and their staff tend to operate in one of four ways:. The way businesses and staff view the narketing is described as international management orientations.

International Marketing – EPRG Framework

At some companies, the ethnocentric orientation means that opportunities outside the home country are ignored. The polycentric orientation is the opposite of ethnocentrism.

The main disadvantages are that national immigration policies may put limits to its implementation and it ends up ih compared to polycentrism. Ethnocentric approach will better suit small firms just entering international operations.

Plans for overseas markets are developed utilizing policies and procedures identical to those employed at home. International marketing is no longer remain only to the traditional technique of producing goods in one country and export to other countries, it includes movement of all factors of production, such as Raw materials, human skills, frameework, machinery, technology etc.

Leave a Reply Cancel reply Fgamework email address will not be published. Personnel is hired from home country. A firm tries to adopt globalized marketing, formulates an integrated marketing strategy for across internationa, globe.

Orientation towards international operations by a company, which consider the whole world as one market and hence develops global strategies which are applied in domestic market also. Overseas subsidiaries or offices in international markets are seen as less able and less important than the head office.