EPRG Framework focuses on the international marketing of the company and

the different attitudes for the international marketing processes and

environment.
There are 4 stages of EPRG Framework which are –

• Ethnocentric Approach

• Polycentric Approach

• Regiocentric Approach

• Geocentric Approach
ETHNOCENTRIC
Netflix is not yet available in China, Crimea, North Korea, or Syria, and does
not modify its offerings to the needs and wants of other nations where it
operates.
POLYCENTRIC
Every country's market is equally important. Domestic, believe in the
individuality of each market. They are consistent throughout all nations where
they are provided.

Netflix has adopted Polycentric Approach. By adapting the Polycentric

Approach they were able to develop their product in local languages of the
countries since some of the countries have instable political and social factors
for example: - India where the government is changed in every 5 years.

REGIOCENTRIC
Regions share economic, cultural, and political commonalities. The
fundamental concept is to appeal to "global consumers with comparable
preferences."

GEOCENTRIC
To take the finest from every country.
2) Glocalization is a combination of the words "globalization" and
"localization." The term is used to describe a product or service that is
developed and distributed globally but is also adjusted to accommodate the
user or consumer in a local market.

Yes, Netflix has followed glocalisation for his business activities.It had gained
expertise in the content people prefer, the marketing they respond to, and how the
company needed to organize itself. Now Netflix focused on adding more
languages (including for subtitles), optimizing its personalization algorithms for
a global library of content, and expanding its support for a range of device,
operation, and payment partnerships. Six months after entering Poland and
Turkey in 2016, for example, Netflix added the local languages to its user
interface, subtitles, and dubbing.As with the markets it had entered earlier, the
company launched a service targeted at early adopters, and then iterated quickly
to add features to attract a wider audience.
3) Strong competition in streaming already exists in many countries. In France
and India, for example, homegrown leaders offer local-language video content,
thus depriving Netflix of first-mover advantage. In some countries, like
Germany and India, rivals such as Amazon Prime were already established. Yet
the majority of Prime subscribers are in the U.S., and Netflix has managed to
make inroads into even those markets where Prime arrived first. Now Netflix,
with its global reach, has more subscribers worldwide than all other pure
streaming services combined. Netflix has demonstrated that this strategy is now
a viable option. But it requires a mastery of local contexts, including the ability
to acquire local knowledge and to demonstrate sensitivity and responsiveness.
With the increasing prevalence of winner-take-all markets, companies operating
in such markets will need to pursue an internationalization strategy similar to
Netflix’s. And when it comes to Netflix’s next stage of growth, and how it will
respond to new challengers, the sequel appears likely to be as captivating as the
original.
 Ppt

[1] EPRG stand for Ethnocentric, Polycentric,

Regiocentric, and Geocentric. It is a framework
created by Howard V Perlmuter and Wind and
Douglas in 1969. It is designed to be used in an
internationalization process of businesses and
mainly addresses how companies view
international management orientations.
 Ethnocentric
In this approach of the EPRG Framework, the company in a local
country that wants to do business overseas does not put in much
effort to do research abroad about the host country's market.
Instead, most of the market research is executed in the
headquarters in the local country.
 Netflix has adopted Polycentric Approach. By adapting the Polycentric
Approach they were able to develop their product in local languages of the
countries since some of the countries have instable political and social
factors for example: - India where the government is changed in every 5
years.

 . Now Netflix focused on adding more languages (including for subtitles),

optimizing its personalization algorithms for a global library of content, and
expanding its support for a range of device, operation, and payment
partnerships. Six months after entering Poland and Turkey in 2016, for
example, Netflix added the local languages to its user interface, subtitles,
and dubbing.As with the markets it had entered earlier, the company
launched a service targeted at early adopters, and then iterated quickly to
add features to attract a wider audience.
