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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Orientation towards international operations by a company, which recognises the common features in countries belonging to a particular geographical region and hence applies the same strategy in all the countries in a particular region.

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. Today in the era of globalization, this approach is not popular.

This assumption lays the groundwork for each subsidiary to develop its own unique business and marketing strategies in order to succeed, the term multinational company is often used to describe such a structure. The term multinational company is often used to describe such a structure. This is because it does not need to send skilled managers out to maintain centralized policies. The first step is to calculate the taxable income from each source under The way businesses and staff view unternational world is described as international management orientations.

Often there are major differences between countries in a region. Orientation towards international operations by a company, which consider export market has no difference with domestic market and hence applies domestic market techniques with overseas market. Such companies are also sometimes referred to as domestic companies. The trend of more and more internationalisation of business has thrown many challenges to international marketer. 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 im country are superior and, therefore, can be sold everywhere without adaptation.


Individuals have to pay tax on the following incomes: Ethnocentric approach will better suit small firms just entering international operations. Decisions can be altered as per the economic, political and cultural disparities in the country.

One of the major challenges is which type of orientation a firm framswork adopt to overseas its marketing operations. A firm tries to adopt globalized marketing, formulates an integrated marketing strategy for across the globe.

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. 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.

Com ma economics ma education ma history ma political science ma psychology ma public administration master degree programs vocational courses. 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.

The country in which a company has its headquarter is Home country and countries where it has subsidiaries are known as host countries. A company with a geocentric orientation views the entire world as a potential market.


Also, promotion and distribution strategies are similar to that employed in the home country.

What is meant by The EPRG framework in International Marketing?

For example, Norway and Spain are both in Europe, but are very different in climate, culture, transport, retail distribution, and so on. In the ethnocentric international company, foreign operations are viewed as being secondary or subordinate to domestic ones. These stages are discussed below. The major advantages of this Type of orientation is that it entails minimum risk on the part of the firm.

In these companies, opportunities outside the home country are ignored. This develops an affiliated corporate culture and aids transfer core competences more easily. One of the most striking trend in business, in recent years, has been growing internationalisation of business.

What is an EPRG Framework in International Marketing? –

Since this orientation implies global attitude to the development of marketing policies, it provides for improved coordination and control. Each subsidiary operates independently of others and establishes its own marketing objectives and plans.

In this approach, A firm employs home market strategies to the international market. For example, countries like Pakistan, India and Bangladesh are very similar.

Such companies are sometimes called domestic companies. I hold a degree in MBA from well known management college in India. Plans for overseas markets are developed utilizing policies and procedures identical to those employed at home. Skip to content info commercestudyguide. On the incomes that they hav

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