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 first step is to calculate the taxable income from each source under I am a mother of a lovely kid, and an avid fan technology, computing and management related topics.

This provides a firm to manage its operations independently, without much interference from its headquartered. The calculation of taxable income is done for the individual who is an Indian resident.

The polycentric orientation is the opposite of ethnocentrism. Decisions can be altered as per the economic, political and cultural disparities in the country.

Advaitha: EPRG framework in international marketing

No systematic marketing research is conducted outside the home country, and no major modifications are made to products. See all related question in M. On the incomes that they hav Similarly, if a company focuses its attention on the Ij, company follows regiocentric approach. The trend of more and more internationalisation of business has thrown many challenges to international marketer.

Global channels of distribution are established marleting promotional policy is developed to project a uniform image of the firm, and its products.

What is an EPRG Framework in International Marketing?

These orientations reflect the objectives of a company towards mrketing operations and to lead to different management strategies and planning procedures. One of internationxl major challenges is which type of orientation a firm should adopt to overseas its marketing operations. Also, promotion and distribution strategies are similar to that employed in the home country. A firm having a presence in the global market has to decide the manner in which it will enter and operate there.


Orientation towards international operations by a company, which consider each market differ from other and hence applies different technique in different market. There are four types of orientations or framework towards international marketing:.

Such companies do not adapt their products to the needs and wants of other countries where they have operations. A regiocentric orientation views different regions as different markets. The basic assumption of this approach is that all human beings are alike. The major disadvantage of this nature is it can restrict career mobility for maeketing local as well as foreign nationals, neglect headquarters of foreign subsidiaries and it can also bring down the chances of achieving synergy.

Plans for overseas market are developed in the home office of the company. In this approach a company finds economic, cultural or political similarities among regions in order to satisfy the similar needs of potential consumers.

Many of the companies involving themselves in exporting and importing of various commodities.


Enter your new password here. This does not equate superiority with nationality. For example, countries like Pakistan, India and Bangladesh are very similar. The business of the geocentric company is characterized internztional 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.


A Niche Marketing is a small segment of market ignored or not properly served by large players. 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.

A person who assumes his or her home country is superior compared to the rest of the world is said to have an ethnocentric orientation.

The benefit of this mind set is that it overcomes the shortage of qualified managers in the anchoring nations by migrating them from home countries.

In this approach, a firm treats a group of countries with similar characteristics as a single market and accordingly internattional a marketing strategy. In a company with regiocentric orientation, management views regions as unique and seeks to develop an integrated regional strategy. Advance Tax refers to paying a part of your taxes before the end of the financial year.

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 epgg region.

Every participating country is treated solely and individual strategies are carried out.