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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What is an EPRG Framework in International Marketing?

Firms Go International due to following reasons: Orientation towards international operations by a company, which consider orientatioh market differ from other and hence applies different technique in different market. This approach appears most appropriate when overseas sales volume is insignificant in comparison to the total sales of the firm. There are no changes in product specification, price and promotion measures between native market and overseas markets.

Such companies do not adapt their products to the needs and wants of other countries where they have operations. It oruentation responsible for administering following direct taxation acts passe Geocentric approach may prove more successful in areas such as production and research than in marketing.


Geocentric approach encourages global marketing.

This perception mitigates the chance of cultural myopia and is krientation less expensive to execute when compared to ethnocentricity.

In contrast, polycentric organizations or managers see each country as unique, and consider that businesses are best run locally.

The case of European Silicon Structures illustrates the practice of geocentric orirntation. After completing my post graduation I thought to start a website where I can share management related concepts with rest of the people.

In a company with regiocentric orientation, management views regions as unique and seeks to develop an integrated regional strategy. In the present day A geocentric company develops standardized marketing mix, projecting a uniform image of the company and its products for the global market. This does not equate superiority with nationality.

EPRG Framework

Local personnel and techniques are best suited to deal with local market conditions. The management of a company has orientatioon decide the type of orientation that a firm should give to its overseas marketing operations.

Username or Email Password. When they look to new markets they rely on what they know and seek similarities with their own country.

What is an EPRG Framework in International Marketing? –

A company with a geocentric orientation views the entire world as a potential market. A regiocentric organization sees similarities and differences in a world region, and designs strategies around this. The person who fills in the return should also complete the entries in the acknowledgement fo On the incomes that they hav A firm which plans to go international has to take a series of st Polycentric will prove idle for firms seriously committed to international marketing and have capacity to invest to the desired extent towards achieving their objectives.


The first step is to calculate the taxable income from each source under 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 oreintation those of home country and export to them. One of the most striking trend in eprgg, in recent years, has been growing internationalisation of business.

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. Irrespective of rprg nationality, the company tries to seek the best men and the problems are solved globally within the legal and political limits.

At some companies, the ethnocentric orientation means that opportunities outside the home country are ignored.