Skip main navigation

New lower prices! Get up to 50% off 1000s of courses. 

Explore courses

Welcome back

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
© Coventry University. CC BY-NC 4.0 Getty Images
This article is from the free online

International Marketing: Definition and Strategy

Created by
FutureLearn - Learning For Life

Reach your personal and professional goals

Unlock access to hundreds of expert online courses and degrees from top universities and educators to gain accredited qualifications and professional CV-building certificates.

Join over 18 million learners to launch, switch or build upon your career, all at your own pace, across a wide range of topic areas.

Start Learning now