Scribd
Upload
6 views3 pages

EPRG Framework in International Marketing

The document discusses international marketing approaches using Perlmutte's EPRG framework, which includes four stages: 1. Ethnocentric approach where the home country standards are applied universally without local adaptation. 2. Polycentric approach where each country is treated individually with separate strategies. 3. Regiocentric approach where regions with similar characteristics are grouped to satisfy similar consumer needs. 4. Geocentric approach that encourages global standardization and uses resources efficiently worldwide without associating nationality to superiority.

Uploaded by

Techie Side
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
6 views3 pages

EPRG Framework in International Marketing

The document discusses international marketing approaches using Perlmutte's EPRG framework, which includes four stages: 1. Ethnocentric approach where the home country standards are applied universally without local adaptation. 2. Polycentric approach where each country is treated individually with separate strategies. 3. Regiocentric approach where regions with similar characteristics are grouped to satisfy similar consumer needs. 4. Geocentric approach that encourages global standardization and uses resources efficiently worldwide without associating nationality to superiority.

Uploaded by

Techie Side
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd

Name- Atima Verma

[Link]- 1634870014
Assignment- International Business Management
RMB(302)

Q1) Discuss the examples of several international marketing


approaches?
International marketing approaches can be represented by with the help
of EPRG framework. EPRG framework was introduced by-“ Wind,
Douglas and Perlmutter.”
Perlmutte’s EPRG framework consists of four stages in the international
operations evolution. These stages are discussed below:-
1- Ethnocentric approach
2- Polycentric approach
3- Regiocentric approach
4- Geocentric approach

ETHNOCENTRIC APPROACH
The practices and policies of head quarters & of the operating
company in the home country become the default standard to
which all subsidiaries need to comply. Such companies do not
adopt their products to the needs & wants of other countries where
they have operations hence there are no changes in product
specifications, price, promotional measures between native market
& overseas market.
Example:-Nissan company in 1st year exported cars in US
markets, sold cars without change then sold car in Japan.
POLYCENTRIC APPROACH
In this approach a company gives equal importance to every country’s
domestic market. Every participating country is treated solely &
individual strategies are carried out. This approach is specially suitable
for countries with certain financial, political & cultural constraints.

 Example:- [Link] ( no beef burgers , only veg burgers in


India.)
 Each subsidiary will have its own pricing & promotion policy.
 Sales personnel from those countries.
 Traditional channels of distribution of those countries.

REGIOCENTRIC APPROACH
Under this approach a company finds economic, cultural or
political similarities among regions in order to satisfy the similar
needs of potential consumers.

Example:-Countries like Pakistan, India & Bangladesh are very


similar. They possess a strong regional identity

GEOCENTRIC APPROACH
Geocentric approach encourages global marketing. This does not
equate superiority with nationality, irrespective of the nationality.
Thus ensuring efficient use of human resources by building strong
culture & informal management channel.

Example:-Microsoft & Nokia standardized products world wide.

You might also like