Eprg

In: Business and Management

Submitted By RITIKA
Words 701
Pages 3
EPRG Orientation (made easier to understand and remember the core concept)



Given By Wind , Douglas & Perl mutter

• The degree, kind & nature of involvement in International Business (I.B.) or International Orientation of companies vary widely. • Company re-orient/re-organise its activities.


It identifies four types of attitudes/orientation toward Internationalisation:

o o o o

E-Ethnocentric P-Polycentric R-Regio centric G-Geocentric

Concept of EPRG orientation/approach can better be understood with the help of table of characteristics cum differences, which is given in the following pages.

Have a look!

Basis
Management orientation Perception about market

Ethnocentric
Home-country orientation 1.Domestic market is superior

Polycentric
Host-country orientation

Regiocentric
Regional Orientation

Geocentric
Global Orientation Entire world is a single market that can be effectively tapped by standardised marketing strategy

1.Each national Markets can be market is differentiated distinctive on the basis of 2.Focuses on commom similarities 2.Focuses on regional between home differences characteristics country & foreign between home market country & foreign country 3.Considers foreign market secondary to and extension of domestic market Extension of Localisation/adap Trade-off domestic strategy tation( national between to foreign market responsiveness) standardisation & localisation Profitability Public acceptance(legiti macy)

Marketing Strategy

Global standardisation (global integration)

Companies basic objective

Both Both Profitability & Profitability & Public Public acceptance acceptance Mutually negotiated at all levels of organisation

Type of Top-down governance

Bottom up (each Mutually local unit sets negotiated objectives) between region & its

subsidiaries Culture Technology HRM Practices Home…...

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