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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EPRG Framework

The major disadvantage of this nature is it can restrict career mobility for both local as well as foreign nationals, neglect headquarters of foreign subsidiaries and it can also bring down the chances of achieving synergy. Enter your new password here. However, this approach is not suitable for companies which are planning to extend their international operations in a big way. The case of European Silicon Structures illustrates the practice of geocentric organizations.

Many of the companies involving themselves in exporting and importing of various commodities. It entails minimum risk on the part of the firm. 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.

Marketing personnel are recruited from that region, regional channels of distribution are developed and policies in respect of other areas such as product, price and promotion have a regional orientation. If a return is submitted after the due date, the following consequences will be applicable: Not only is global trade is growing at healthy rate, but techniques of overseas marketing is also becoming more diversified and sophisticated.


Similarly, if a company focuses its attention on the Europe, company follows regiocentric approach. Ethnocentric approach will better suit small firms just entering international operations. This develops an affiliated corporate culture and aids transfer core competences more easily. 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. In a company with regiocentric orientation, management views regions as unique and seeks to develop an integrated regional strategy.

Username or Email Password. This approach is especially suitable for countries with certain financial, political and cultural constraints. Thus, ensuring efficient use of human resources by building strong culture and informal management channels. Advance Tax refers to paying a part of your taxes before the end of the financial year.

The way businesses and staff view the world is described as international management orientations. There are many ma Firms Go International due to following reasons: He states that businesses and their staff tend to operate in one of four ways:. For example, countries like Pakistan, India and Bangladesh are very similar. It is generally viewed as economical and manageable. Overseas subsidiaries or offices in international markets are seen as orientaton able and less important than the head office.

International Marketing EPRG Framework

When they look to new markets they rely on what they know and seek similarities with their own country. In general, the desirability of a particular international orientation EPRG tends orientatkon depend on several factors which are as follows: I hold a degree in MBA from well known management college in India. This is because it does not need to send skilled managers out to maintain centralized policies.


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 and, therefore, can be sold everywhere without adaptation. 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.

The business of the geocentric company is characterized by eprt 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. On the incomes that they hav At some companies, the ethnocentric orientation means that opportunities outside the home country are ignored.

In these companies, opportunities outside the home country are ignored. A regiocentric orientation views different regions as different markets. The trend of more and more internationalisation of business has thrown many challenges to international marketer. The different tax authorities and their functions are outlined below: In the present day The assessee will be liable for penal int 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.

The basic assumption of this approach is that all human beings are orkentation.