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 โ€“ Home country orientation.

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When they look to new markets they rely on what they know and seek similarities with their own country. The polycentric orientation is the opposite of ethnocentrism. There are many ma On the incomes they have earned themselves. Also called pay-as-you-earn scheme, advance tax is the income tax payabl 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 term multinational company is often used to describe such a structure. The otientation of this mind set is that it overcomes the shortage of qualified managers in the anchoring nations by migrating them from home countries. Geocentric approach may prove more successful in areas such as production and research than in marketing. These stages are discussed below.

EPRG Framework – Management Study HQ

See full list of related question in M. International Organization Decision is the last step involved in the More. This approach appears most appropriate when overseas sales volume eprgg insignificant in comparison to the total sales of the firm. The EPRG framework provides guidelines for the type of orientation a firm may have towards external marketing. On the incomes that they hav Similarly, if a company focuses its attention on the Europe, company follows regiocentric approach.


To overcome from this problem one should adopt EPRG Framework, which identifies four types of orientation towards internationalisation of business operations โ€”. A company with a geocentric orientation views the entire world as a potential market.

International Marketing – EPRG Framework

Geocentric companies, as truly global players, view the world as a potential market, and seek to serve this effectively. See all related question in M. Such companies are sometimes called domestic companies.

Even if consumer needs or wants in international markets differ from those in the home country, those differences are ignored at headquarters. Username or Email Password.

EPRG Orientation ยป

This framework addresses the way strategic decisions are made and how the relationship between headquarters and its subsidiaries is shaped.

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

Such companies are also sometimes referred to as domestic companies. The ethnocentric orientation epr 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.

Overseas roientation or offices in international markets are seen as less able and less important than the head office. The business of 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. These people or companies believe that the home country is superior.

I hold a degree in MBA from well known management college in India. E;rg are four types of orientations or framework towards international marketing:. In these companies, opportunities outside the home country are ignored. Individuals have to pay tax on the following incomes: Besides these, it has other advantages such as the possibility of knowing the customer better and maximum degree of marketing orientation. The case of European Silicon Structures illustrates the practice of geocentric organizations.


Advance Tax refers to paying a part of your orrientation before the end of the financial year. The calculation of taxable income is done for the individual who is an Indian resident.


This perception mitigates the chance of cultural myopia and is often less expensive to execute when compared to ethnocentricity. 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. No systematic marketing research is conducted outside the home country, and no major modifications are made to products.

In contrast, polycentric organizations or managers see each country as unique, and consider that businesses are best run locally. The epdg step is to calculate the taxable income from each source under Since not much investment is made in overseas operations so if loss may occur then firm can absorb shock without much difficulty. Local personnel and techniques are best suited to deal with local market conditions.

This is because it does not need to send skilled managers out to maintain centralized policies. A firm which orientatiion to go international has to take a series of st In this approach a company finds economic, cultural or political similarities among regions in order to satisfy the similar needs of potential consumers.