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 – Home country orientation.

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Since this orientation implies global attitude to the development of marketing policies, it provides for improved coordination and control. The main disadvantages are that national immigration policies may put limits to its implementation and it ends up expensive compared to polycentrism. A particular region with certain important common marketing characteristics is regarded as a single market, ignoring national boundaries. One of the most orientatio trend in business, in recent years, has been growing internationalisation of business.

These orientations reflect the objectives of a company towards international operations and to lead to different management strategies and planning procedures. Com ma economics ma education ma history ma orienyation science ma psychology ma public administration master degree programs vocational courses.

Geocentric approach encourages global marketing.

The suitability of EPRG orientation may differ not only from company to company but also from-j one marketing decision area to another within the same firm. The calculation of taxable income is done for the individual who is an Indian resident. On the incomes they have earned themselves. Also called pay-as-you-earn scheme, advance tax is the income orientatjon payabl Pricing is established on a worldwide basis. 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.


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

For a manufacturing firm, ethnocentrism means foreign markets are viewed as a means of disposing of surplus domestic production. They provide for improved coordination and control. In these companies, opportunities outside the home country are ignored.

Geocentric companies, as truly global players, view the world as a potential market, and seek to serve this effectively. 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 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.

International Marketing – EPRG Framework

orientatiom When they look to new markets they rely on what they know and seek similarities with their own country. Polycentric management means that the head office places little control on the activities in each market, and there is little attempt to make use of any good ideas or best practices from other markets. This approach is especially suitable for countries with certain orietnation, political and cultural constraints. Global channels of distribution are established and promotional policy is developed to project a uniform image of the firm, and its products.

The first step is to calculate the taxable income from each source under There are four types of orientations or framework towards international marketing:. Marketing personnel are recruited from that region, regional channels of distribution are developed and policies in respect of other areas such as product, price and promotion have a regional orientation.

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


A regiocentric oroentation views different regions as different markets. It entails minimum risk on the part of the firm.

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. The trend of more and more internationalisation of business has thrown many challenges to international marketer.

The case of European Silicon Structures illustrates the practice of geocentric organizations. Often there are major differences between countries in a region.

International Organization Decision is the last step involved in the More. 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 sold everywhere without adaptation.

EPRG Orientation »

Plans for overseas markets are developed utilizing policies and procedures identical to those employed at home. See all related question in M. Overseas subsidiaries or offices in international markets are seen as less able and less important than the head office. Since these orientations imply regional or global attitude to the development of marketing policies.

Username or Email Password. The assessee will be liable for penal int The major advantages of this Type of orientation is that it entails minimum risk on the part of the firm. 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.