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  • Eprg Framework

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    Suman Pitla
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    The document outlines different orientations for overseas operations - from ethnocentric, where the home culture is seen as superior, to polycentric, where each market is considered unique, to regiocentric, where regional experts are involved in decisions, to geocentric, where the world is seen as a single market. It also lists Hofstede's cultural dimensions that can impact overseas operations, such as power distance, uncertainty avoidance, individualism vs collectivism, and long term orientation.

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    The document outlines different orientations for overseas operations - from ethnocentric, where the home culture is seen as superior, to polycentric, where each market is considered unique, to regiocentric, where regional experts are involved in decisions, to geocentric, where the world is seen as a single market. It also lists Hofstede's cultural dimensions that can impact overseas operations, such as power distance, uncertainty avoidance, individualism vs collectivism, and long term orientation.

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    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
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    461 views6 pages

    Eprg Framework

    Uploaded by

    Suman Pitla
    The document outlines different orientations for overseas operations - from ethnocentric, where the home culture is seen as superior, to polycentric, where each market is considered unique, to regiocentric, where regional experts are involved in decisions, to geocentric, where the world is seen as a single market. It also lists Hofstede's cultural dimensions that can impact overseas operations, such as power distance, uncertainty avoidance, individualism vs collectivism, and long term orientation.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
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    of 6

    EPRG FRAMEWORK

    Ethnocentric Orientation
    The belief that one s own culture is superior  Overseas operations as a means of disposing surplus  Targets similar markets to home  Goods are manufactured at home at decisions at the HQs
    

    Polycentric Orientation
    Each market is considered unique  Marketing mix decisions involve local experts.  Highly market oriented approach  Needs more corporate resources.  Economies of scale not possible.  Not a good idea in recession.
    

    Regiocentric Orientation
    Marketing mix decisions involve regional experts  Works on the convergence of market behavior.
    

    Geocentric Orientation
    Whole world as a single market.  Identifies similarities and gain  Profitable even during recession.  Marketing mix decisions taken keeping in mind the global consumer.
    

    Hofstede s Culture Dimensions


    Power Distance  Uncertainty avoidance  Individualism vs Collectivism  Masculinity vs Feminity  Long term orientation
    

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