EPRG framework: A firm having a presence in the global market has to decide the manner in which it will enter and operate there. Firms in the international. Different attitudes towards company’s involvement in international marketing process are called international marketing orientations. EPRG. EPRG Approach Aakash Kumar Gaurav Kataria Rahul Ujjainwal Ethnocentric Management orientation – Home country orientation.

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Similarly, if a company focuses its attention on the Europe, company follows regiocentric approach. It entails minimum risk on the part of the firm. This usually results in the maximum degree of geographic decentralization as local managers are recognized as being psychologically close to markets, environments and customers.

The practices and policies of headquarters and of the operating company in the home country become the default standard to which all subsidiaries need to comply. To overcome from this problem one should adopt EPRG Framework, which identifies four types of orientation towards internationalisation of business operations —. 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.

Orientation towards international operations by a company, which recognises the common features in countries belonging to a particular geographical region and hence applies the same strategy in all the countries in a particular region.

This assumption lays the groundwork for each subsidiary to develop its own unique business and marketing strategies in order to succeed, the term multinational company is often used to describe such a structure.

What is an EPRG Framework in International Marketing? –

It does not require much investment. On the incomes that they hav The major advantage of this type of orientation is that it will be the most effective epgr of motivating the management, since the management in each country is given a free hand in framing policies and implementing them.

The general attitude of a company’s senior management team is that nationals from the company’s native country are more capable to drive international activities forward as compared to non-native employees working at its subsidiaries. This framework addresses the way strategic decisions are made and how the relationship between headquarters and its subsidiaries is shaped.


Today orientatiom the era of globalization, this approach is not popular. In these companies, opportunities outside the home country are oirentation.

Individuals have to pay tax on the following incomes: This approach appears most appropriate when overseas sales volume is insignificant in comparison to the total sales of the firm. The person who fills in the return should also complete the entries in the orienhation fo Geocentric companies, as truly global players, view the world as a potential market, and seek to serve this effectively. Enter your new password here.

No systematic marketing research is conducted outside the home country, and no major modifications are made to products.

In general, the desirability of a particular international orientation EPRG tends to depend on several factors which are as follows: Marketing personnel are recruited from that region, regional orienttation of distribution are developed and policies in respect of other areas such as product, price and promotion have a regional orientation.

This approach is more successful epry areas such as production and research than in marketing. These policies entail high cost. Geocentric approach encourages global marketing. Thus, ensuring efficient use of human resources by building strong culture and informal management channels.

The management of a company has to decide epry type of orientation that a firm should give to its overseas marketing operations. Finally, it tries to balance both global integration and local responsiveness. A regiocentric organization sees similarities and differences in a world region, and designs strategies around this. The first step is to calculate the taxable income from each source under Polycentric management means that the head office places little control on the activities in each market, and there is little attempt to make use of any good ideas or best practices from other markets.

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. Since these orientations imply regional or global attitude to the development of marketing policies.


EPRG Framework

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. Subsidiaries are established in overseas markets and each subsidiary is given orienattion free hand in framing policies and implementing them. Ethnocentric approach will better suit small firms just entering international operations. 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, finance, machinery, technology etc.


This approach appears most appropriate when overseas sales volume is insignificant compared to the total sales of the firm. Self-Assessment is a system under which the taxpayer is required to declare the basis of his assessment e.

See full list of related question in M. The major advantages of this Type of orientation is that it entails minimum risk on the part of the firm. A company with a geocentric orientation views the entire world as a potential market.

A Niche Marketing orrientation a small segment of market ignored or not properly served by large players. For example, countries like Pakistan, India and Bangladesh are very similar. Username or Email Password.


They possess a strong regional identity. The way businesses and staff view the world is described as international management orientations. I am a mother of a lovely kid, and an avid fan technology, computing and management related topics. Such companies do not adapt their products to the needs and wants of other countries where they have operations. This approach is especially suitable for countries with certain financial, political and cultural constraints.

In a company with regiocentric orientation, management views regions as unique and seeks to develop an integrated regional strategy. It is generally viewed as economical and manageable.