EPRG Framework or Orientations Of International Marketing. The form and substance of a company’s response to global market opportunities depend greatl . EPRG framework in international marketingDr. Howard V. Perlmutter is a world authority on globalisation and pioneer on the internati. Dr. Howard V. Perlmutter is a world authority on globalisation and pioneer on the internationalisation of firms, cities and other institutions.

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It is responsible for administering following direct taxation acts passe Steps Involved in the International Marketing Process. The first step is to calculate the taxable income from each source under Frameork Organization Decision is the last step involved in the More.

For example, countries like Pakistan, India and Bangladesh are very similar. To overcome from this problem one should adopt EPRG Framework, which identifies four types of orientation towards internationalisation of business operations —. Since this orientation implies global attitude to the development of marketing policies, it provides for improved coordination and control. No systematic marketing research is conducted outside the home country, and no major modifications are made to products.

This approach appears most appropriate when overseas sales volume is insignificant in comparison to the total sales of the firm. Answer in international marketing management. In these companies, opportunities outside the home country are ignored. This approach is more successful in areas such as production and research than in marketing.

EPRG Framework – Management Study HQ

For a manufacturing firm, ethnocentrism means foreign markets are viewed as a means of disposing of surplus domestic production. 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. 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 markeing everywhere without adaptation.


These people or companies believe that the home country is superior. A geocentric company develops standardized marketing mix, projecting tramework uniform image of the company and its products for the global market.

Polycentric management means that the head office places little control marketng the activities in each market, and there is little attempt to make use of any good ideas or best practices from other markets. Orientation towards international operations by a company, which consider the whole world as one market and hence develops global strategies which are applied in domestic market also.


This usually results in the maximum degree of geographic decentralization as local managers are recognized as being psychologically close to markets, environments and customers. In the ethnocentric international company, foreign operations are viewed as being secondary or subordinate to domestic ones.

There are no changes in product specification, price and promotion measures between native market and overseas markets. Polycentric will prove idle for firms seriously committed to international marketing and have capacity to invest to the desired extent towards achieving their objectives.

Even if consumer needs or wants in international markets differ from those in the home country, those differences are ignored at headquarters. Firms in the international market have a different orientation and operating strategy. For example, Norway and Spain are both in Europe, but are very different in climate, culture, transport, retail distribution, and so on.

Personnel is hired from home country. There are many ma Overseas subsidiaries or offices in international markets are seen as less able and less important than the head office. Thus, ensuring efficient use of human resources by building strong culture and informal management channels.



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This framework addresses the way strategic decisions are made and how the relationship between headquarters and its subsidiaries is frwmework. 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 fdamework to non-native employees working at its subsidiaries. Ethnocentric approach will better suit small firms just entering international operations. Since these orientations imply regional or global attitude to the development of marketing policies.

This does not equate superiority with nationality. In elrg approach, a firm treats a group of countries with similar characteristics as a single market and accordingly designs a marketing strategy. Since not much investment is made in overseas operations so if loss may occur then firm can absorb shock without much difficulty.

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.

These policies entail high cost. The country in which a company has its headquarter is Home country and countries where it has subsidiaries are known as host countries. Advance Tax refers to paying a part of your taxes before the end of the financial year.

Skip to content info commercestudyguide. A firm having a presence in inteenational global market has to decide the manner in which it will enter and operate there.