Approaches To International Business
Approaches To International Business
Approaches To International Business
International
Business
EPRG Framework was developed and
introduced by Wind, Douglas, and
Perlmutter and focuses on the
international marketing operations
of the company and the different
attitudes towards the company’s
involvement on the front of
international marketing processes
and environment.
Ethnocentric Approach
• The executives at the head office of the company make the decisions
relating to exports and, the marketing personnel of the domestic
company monitor the export operations with the help of an export
department.
The ethnocentric approach of Nissan was Hallmark Cards extend the same
quite visible in its initial years as the cars and domestic operations into foreign markets.
trucks exported to the USA were difficult to In other words, the company extend the
start during the cold winter months. In Japan, domestic product, domestic price,
the car owners would cover their cars with promotion and other business practices
hoods or blankets during winters and to the foreign markets.
expected American’s to do the same.
Polycentric Approach
Managing director of John Deere India, points out that his firm could never have
successfully developed and marketed this innovative product line globally if its top
management had stuck to its U.S.-centric core business model, and if it didn't
empower and connect a diverse team of U.S. and Indian engineers to collaboratively
design low-cost, high-value products that benefit farmers worldwide.
Regiocentric Approach
• Under this approach, the entire world is just like a single country for
the company.
• They select the employees from the entire globe and operate with a
number of subsidiaries.