The evolution of global marketing: the EPRG model

This video gives an overview of Perlmutter’s (1969) EPRG framework.

The EPRG framework explores four different orientations to internationalisation:

• Ethnocentrism: where the company’s approach is determined by its domestic practices.
• Polycentrism: where the company pursues the strategy that is best suited to the host market.
• Regiocentrism: where countries that share economic, cultural or political similarities are grouped in regions, and the company adopts an approach specific to those regions.
• Geocentrism: an approach driven by the company’s global mindset, and which serves global needs and wants.

In the next steps, you will explore examples of these individual management approaches in turn.

Reference

^{Perlmutter, H. V. (1969). The Tortuous Evolution of the Multinational Corporation. Columbia Journal of World Business, 9 (January-February), 9-18}