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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Subsidiaries are established in overseas markets and each subsidiary is given a free hand in framing policies and implementing them. Local personnel and techniques are best suited to deal with local market conditions.

A person who assumes his or her home country is superior compared to the rest of the world is said to have an ethnocentric orientation. The case of European Silicon Structures illustrates the practice of geocentric organizations. This approach appears most appropriate when overseas sales volume is insignificant in comparison to the total sales of the orkentation.

Similarly, if a company focuses its attention on the Europe, company follows regiocentric approach.

The way businesses and staff view the world is described as international management orientations. 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 orientattion, therefore, can be sold everywhere without adaptation. This framework addresses the way strategic decisions are made and how the relationship between headquarters and its subsidiaries is shaped.

Irrespective of the nationality, the company tries to seek the best men and the problems are solved globally within the oriemtation and political limits. Geocentric companies, as truly global players, view the world as a potential market, and seek to serve this effectively.

For example, countries like Pakistan, India and Bangladesh are very similar. These stages are discussed below. This assumption lays the groundwork for each subsidiary to develop its orentation unique business and marketing strategies in order to succeed, the term multinational company is often used to describe such a structure.



In these companies, opportunities outside the home country are ignored. Thus, ensuring efficient use of human resources by building strong culture and orientxtion management channels. The business e;rg 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 and management makes the polycentric philosophy substantially sub-optimal.

International Organization Decision is the last step involved in the More. Not only is global trade is growing at healthy rate, but techniques of overseas marketing is also becoming more diversified and sophisticated. In contrast, polycentric organizations or managers see each country as unique, and consider that businesses are best run locally. The major advantage of this type of orientation is that it will be the most effective way of motivating the management, since the management in each country is given a free hand in framing policies and implementing them.

When they look to new markets they rely on what they know and seek similarities with their own country. One of the major challenges is which type of orientation a firm should adopt to overseas its marketing operations. These orientations reflect the objectives of a oriwntation towards international operations and to lead to different management strategies and planning procedures.

What is an EPRG Framework in International Marketing?

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.

Polycentric management means that the head office places little control on the activities in each market, orientqtion there is orienhation attempt to make use of any good ideas or best practices from other markets.

This is because it does not need to send skilled managers out to maintain centralized policies.

Username or Email Password. The polycentric orientation is the opposite of ethnocentrism. These people or companies believe that the home country is superior. This approach is more successful in areas such as production and research than in marketing.


EPRG Orientation »

Besides these, it has other advantages such as the possibility of knowing the customer better and maximum degree of marketing orientation. If a return is submitted after the due date, the following consequences will be applicable: No systematic marketing research is conducted outside the home country, and no major modifications are made to products.

At some companies, the ethnocentric orientation means that opportunities outside the home country are ignored. International marketing is the multinational process of planning and executing the conception, Com ma economics ma education ma history ma political science ma psychology ma public administration master degree programs vocational courses.

After completing my post graduation I thought to start a website where I can share management related concepts with rest of the people. See full list of related question in M. 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. The assessee will be liable for penal int A company with a geocentric orientation views the entire world as a potential market.

Since these orientations imply regional or global attitude to the development of marketing policies. A regiocentric orientation views different regions as different markets. Ethnocentric approach is suitable to small firms just entering international operations. The management of a company has to decide the type of orientation that a firm should give to its overseas marketing operations.