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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Firms Go International due to following reasons: In this context, ethnocentrism is the view that a particular ethnic group’s system of beliefs and values is morally superior to all others. Each subsidiary operates independently of others and establishes its own marketing objectives and plans.

Not only is global trade is growing at healthy rate, but techniques of overseas marketing is also becoming more diversified and sophisticated. What is accepted as a permissible way of treating employees in the United States, the home country, may not be acceptable to Chinese employees, in the host country.

EPG model – Wikipedia

Columbia Journal of World Business 1: A geocentric company develops standardized marketing mix, projecting a uniform image of the company and its products for the global market. Polycentrism can be defined as a host country orientation; which reflects host countries goals and objectives with respect “to different management strategies and planning procedures with regard to international operations.

Languages Deutsch Edit links. All articles with dead external links Articles with dead external links from November Use dmy dates from October Wikipedia articles with style issues from November All articles with style issues All articles with links needing disambiguation Articles with links needing businesw from September Geocentric approach may prove more successful in areas such as production and research than in marketing.


These stages are discussed below. Each return form has two forms of acknowledgements attached to it. 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.

Com ma economics ma education ma history ma political science ma psychology ma public administration master degree programs vocational courses. Since not much investment is made in overseas operations so if epgr may occur then firm can absorb shock without much difficulty.

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A polycentric approach should only be used within a company in which internationap is a certain amount of comfort in allowing the host country to make all major decisions, following their own procedures and objectives. Since this orientation implies global attitude to the development of marketing policies, it provides for improved coordination and control.

International Marketing EPRG Framework

The polycentric orientation is the opposite of ethnocentrism. There is no international firm today whose executives will say that ethnocentrism is absent in their organization.

Geocentric approach encourages global marketing. The benefit of this mind set is that it overcomes the shortage of qualified managers in the anchoring nations by migrating them from home countries. This perception mitigates the chance of cultural myopia and is often less expensive to execute when compared to ethnocentricity. Ethnocentric attitudes can be seen in the organizations communication process.


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]. For example, the standards in which the home country operates are going to be much different from how the host country operates. Such companies are vusiness sometimes referred to as domestic companies.

It is responsible for administering following direct taxation acts passe See all related question in international marketing wprg. I hold a degree in MBA from well known management college in India. Finally, it tries to balance both global integration and local responsiveness.

The environment of each market is considered while formulating the marketing strategy. This in turn could cause a lack of flexibility and local responsiveness. This framework addresses the way strategic decisions are made and how the relationship between headquarters and its subsidiaries is shaped. On the incomes that they hav Therefore, the majority of control in the host countries practices is lost, and the company is forced to manage its operations from the outside.

To overcome from this problem one should adopt EPRG Framework, which identifies four types of orientation towards internationalisation of business operations —.

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