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    The document describes Perlmutter's EPRG model for classifying the international orientations of multinational enterprises (MNEs). The model includes four orientations: ethnocentric, focusing on the home country; polycentric, allowing each subsidiary to develop its own strategies; regiocentric, focusing on regions as the relevant unit; and geocentric, taking a fully integrated global approach. The international marketing approach of an MNE depends on which orientation it adopts according to this EPRG schema.

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    Perlmutter’s EPRG model April 2019

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    The document describes Perlmutter's EPRG model for classifying the international orientations of multinational enterprises (MNEs). The model includes four orientations: ethnocentric, focusing on the home country; polycentric, allowing each subsidiary to develop its own strategies; regiocentric, focusing on regions as the relevant unit; and geocentric, taking a fully integrated global approach. The international marketing approach of an MNE depends on which orientation it adopts according to this EPRG schema.

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    Download as PPTX, PDF, TXT or read online from Scribd
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    103 views7 pages

    Perlmutter's EPRG Model April 2019

    Uploaded by

    thanks you
    The document describes Perlmutter's EPRG model for classifying the international orientations of multinational enterprises (MNEs). The model includes four orientations: ethnocentric, focusing on the home country; polycentric, allowing each subsidiary to develop its own strategies; regiocentric, focusing on regions as the relevant unit; and geocentric, taking a fully integrated global approach. The international marketing approach of an MNE depends on which orientation it adopts according to this EPRG schema.

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    of 7

    EPRG Orientation

     Howard Perlmutter identified a way of classifying alternative management orientations,


    which is commonly referred as Perlmutter’s  EPRG model. 
    MNE’s International Orientation (EPRG Orientation)
    • Domestic market • Regional
    orientation orientation

    Ethnocentric
    Regiocentri
    c

    Polycentric Geocentric

    • Multi-domestic • Global
    orientation orientation

    * Wind et al. (1973)


    International Marketing approach depends on MNE’s
    International• Orientation (EPRG schema*)
    Domestic market • Regional
    orientation orientation

    Ethnocentric
    Regiocentri
    c

    • Ethnocentric orientation
    – Home country is “superior” to
    Polycentric others
    Geocentric
    – Focus on similarities
    • Multi-domestic – Standardized approach (with home
    • Global
    orientation market asorientation
    the point of reference)

    * Wind et al. (1973)


    International Marketing approach depends on MNE’s
    International• Orientation (EPRG schema*)
    Domestic market • Regional
    orientation orientation

    Ethnocentric
    Regiocentri
    c
    • Polycentric orientation
    • Aka “multinational” approach
    • Each subsidiary develops its own
    marketing strategies
    Polycentric Geocentric
    • Focus on differences
    • Localized approach
    • Multi-domestic • Global
    orientation orientation

    * Wind et al. (1973)


    International Marketing approach depends on MNE’s
    International• Orientation (EPRG schema*)
    Domestic market • Regional
    orientation orientation

    Ethnocentric
    Regiocentri
    c

    • Regiocentric orientation
    – A region is the relevant geographic
    Polycentric Geocentric
    unit
    – Ex:•The NAFTA or European
    Multi-domestic • Global
    Unionorientation
    market orientation
    – Ex: General Motors has four
    regional divisions
    * Wind et al. (1973) approach
    – Regionalised
    International Marketing approach depends on MNE’s
    International• Orientation (EPRG schema*)
    Domestic market • Regional
    orientation orientation

    Ethnocentric
    Regiocentri
    • Geocentric orientation c
    • Aka “global” or “transnational”
    orientation
    • Integrated global strategies
    • Serves world markets from Polycentric Geocentric

    (ideally) a single country


    Multi-domestic
    • Sources• globally • Global
    orientation
    • Global marketing orientation
    approach

    * Wind et al. (1973)

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