Eprg Framework

Summary of Eprg Framework

A system for categorizing the international marketing strategy of a given firm based upon that firm's degree of corporate commitment to supranational perceptions and objectives. The strategies can be grouped into four main categories: 1. Ethnocentric orientation—foreign operations are regarded as secondary to home country markets and production; overseas markets are supplied primarily by exports from the home country; and the home country operation articulates pricing, promotional, and distribution strategies.

2. Polycentric orientation—overseas markets have some detachment from the home country; subsidiaries are established overseas, and each subsidiary is permitted to devise its own marketing objectives and pricing policies; the sales force is composed of local nationals and local patterns of distribution are employed.

3. Regiocentric orientation—marketing objectives are defined on a regional (e.g., European, Latin American), rather than national, basis; local and third country nationals represent a significant portion of the management; uniform regional or worldwide image of the product is achieved or defined as an important objective.

4. Geocentric orientation—a truly international attitude emerges among management; national boundaries are irrelevant in defining larger corporate objectives.

(Main Author: William J. Miller)