You are owner of a leading company that design ethnic dresses, currently operating in Indian market only. After getting huge success in the local markets, you want to enter into Asian and US markets. Which approach of EPRG frame work would you follow and why?
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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. According to the EPRG Framework (or the EPRG Model), there are four management approaches that an organization can take to get more involved in international business substantially.
The EPRG Framework suggests that companies must decide which approach is most suitable for achieving successful results in countries abroad. For this reason, the EPRG Framework can be a useful tool to utilize if a company does not know yet how to manage business activities between companies in the local country and a host country. The EPRG Framework is additionally useful for making strategic decisions.
In the following section of this article, the four approaches of the EPRG Framework (Ethnocentric, Polycentric, Regiocentric, and Geocentric) are described more in detail.
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