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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. …

Reflecting on the EPRG model

As part of the learning process it is important to critically reflect upon the value of theory. To wrap up your investigation of the four orientations of Perlmutter’s EPRG model, …

Breaking the mould

In this section we are going to take a look at businesses that are very successful at internationalisation: ‘born globals’ or International New Ventures (INVs) Born globals are businesses that …

What is a PESTLE analysis?

Earlier this week you learned that there are many factors that might motivate a company to expand beyond its home market. These push and pull factors acting on the company …

Welcome back

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 …

The internationalisation of Zara

We start this week with a case study that examines what a successful internationalisation process looks like. Zara is one of the world’s most successful fashion retailers, which has successfully …

Push and Pull Factors in Global Marketing

What makes a company choose to enter into a new international market? Academics have pondered this idea for considerable time and have come up with a range of potential drivers …

What is a global marketing strategy?

Now that you have explored how push and pull factors can encourage companies to expand into international markets, let’s go on to explore what is meant by Global Marketing Strategy …

Review of the week

In the first week of this open course, you have learned more about global marketing: what it is and why it could be important to you personally as well as …

The big question

Let’s begin by looking at one of the big questions in marketing: What would your life be like without global marketing? Reflect on your daily routine and consider how this …

The global business next door

When you think of a ‘global company’, what do you imagine? A massive conglomerate? A far-reaching tech corporation? We would like you to watch an interesting TED talk on this …