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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In general, the desirability of a particular international orientation EPRG tends to depend on several factors which are as follows: To overcome from this problem one should adopt EPRG Moddl, which identifies four types of orientation towards internationalisation of business operations —.

The term ethnocentric orientation means that a company does not differentiate between domestic and foreign market The knternational of each market is considered while formulating the marketing strategy.

Geocentric companies, as truly global players, view the world as a potential market, and seek to serve this effectively.

Ethnocentric attitudes can be seen in the organizations communication process. 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. Similarly, if a company focuses its attention on the Europe, company follows regiocentric approach.

Advance Tax refers to paying a part internationxl your taxes before the end of the financial year. The Online Merriam-Webster Dictionary.

Subsidiaries are established in overseas markets and each subsidiary is given a free internatoinal in framing policies and implementing them. This usually results in the maximum degree of geographic decentralization as local managers are recognized as being psychologically close to markets, busijess and customers.


These policies entail high cost. The main disadvantages are that national immigration policies may put limits to its implementation and it ends up expensive compared to polycentrism.

While there are many obstacles that will hinder a company’s ability to become geocentric, there are also a handful of forces which will drive them towards this. Organizations that are designed with an ethnocentric focus will portray certain tendencies.


In these companies, opportunities outside the home country are ignored. Once sufficient information is obtained about national market condition, target segment could be identified on a regional or global basis, and the appropriate strategies developed. The EPG model is a framework for a firm to better pinpoint its strategic profile in terms of international business strategy. Home internationa are applied to the evaluation and control of the organization.

EPG model – Wikipedia

A company with a geocentric orientation views the entire world as a potential market. The major drawback of this mind set is that it results in cultural short-sightedness and does not promote the best and brightest in a firm. The way businesses and staff view the world is described as international management orientations.

They possess a strong regional identity. The exercises, activities and policies of the functioning company in the native country becomes the default standard to which all subsidiaries need to abide by. See all related question in international marketing management.

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.

This assumption lays the groundwork for each subsidiary to develop its bhsiness unique business and marketing strategies in order to succeed, the term multinational company is often used to describe such a structure. The case of European Silicon Structures illustrates the practice of geocentric organizations.


A regiocentric orientation views different regions as different markets. Username or Email Password. The main difference of geocentrism compared to ethno- internatioal polycentrism [ disambiguation needed ] is that it does not show a bias to either home or host country preferences but rather spotlights the significance of doing whatever it takes to better serve the organization. Often there are major differences between countries in a region.

International Marketing – EPRG Framework

The importance of the EPG model is mainly in the firm’s awareness and understanding of its specific focus. The person who fills in the return should also complete the entries in the acknowledgement fo I hold a degree in MBA from well known management college in India.

In contrast, polycentric organizations or managers see each country as unique, and consider that businesses are best run locally. Pricing is established on a worldwide basis. This approach is especially suitable for countries with certain financial, political and cultural constraints. 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, ij so than home office personnel.