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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The term multinational company is often used to describe such a structure. By clicking “Sign up” you indicate that you have read and agree to the privacy policy and terms of service. The marketingg, activities and policies of the functioning company in the native country becomes the framrwork standard to which all subsidiaries need to abide by.

I am a mother of a lovely kid, and an avid fan technology, computing and management related topics. Also, promotion and distribution strategies are similar to that employed in the home country.

I hold a degree in MBA from well known management college in India. Since not much investment is made in overseas operations so if loss may occur then firm can absorb shock without much difficulty.

What is an EPRG Framework in International Marketing?

Such companies are sometimes called domestic companies. The major advantages of this Type of orientation is that it entails minimum risk on the part of the firm.


The assessee will be liable for penal int Com ma economics ma education ma history ma political science ma psychology ma public administration master degree programs vocational courses. They possess a strong regional identity. The general attitude of a fdamework 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.

The basic assumption of this approach is internationall all human beings are alike. The EPRG framework provides guidelines for the type of orientation a firm may have towards external marketing. The calculation of taxable income is done for the individual who is an Indian resident.

Plans for overseas markets are developed utilizing policies and procedures identical to those employed epfg home. 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.

See all related question in international marketing management. The environment of each market is considered while formulating the marketing strategy.

Decisions can be altered as per the economic, political and cultural disparities in the country.

What is an EPRG Framework in International Marketing? –

To overcome from this problem one should adopt EPRG Framework, which identifies four types of orientation towards internationalisation of business operations — Ethnocentrism Polycentrism Regiocentrism Geocentrism.

They provide for improved coordination and control. This does not equate superiority with nationality. However, this approach is not suitable for companies which are planning to extend their international operations in a big way. Comment Name Ih Website.


There are many ma Similarly, if a company focuses its attention on the Europe, company follows regiocentric approach. 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.

In general, the desirability of a particular international orientation EPRG tends to depend on several factors which are as follows: 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.

This assumption marketinv 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. These people or companies believe that the home country is superior. Often there are major differences between countries in a region.

This approach maintains a balance between home and host market.