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The evolution of global marketing: the EPRG model

This video introduces learners to the EPRG framework.

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.


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

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International Marketing: Definition and Strategy

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