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Welcome to Week to of the open short course Defining Global Maketing.
In the second week of this course you will examine how companies can have different attitudes towards involvement in international markets and how some businesses have the capability to compete internationally and work with resources from around the world from inception.

This week you will:

  • Study the evolution of global marketing using the EPRG framework, which looks at four factors to determine a company’s orientation towards international markets: ethnocentrism, polycentrism, regiocentrism and geocentrism
  • Explore the emergence of ‘born global’ firms: companies that undertake international business from the start
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International Marketing: Definition and Strategy

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