Professional Documents
Culture Documents
EPRG Framework
EPRG Framework
EPRG FRAMEWORK
► advantage of this attitude and mindset is that the company saves the
costs of hiring the qualified staff in the international markets by migrating
the staff from the home country
► disadvantage of this mindset is that showcases the cultural
short-sightedness of the company
Examples:
► Nissan, in its initial years, exported cars and trucks to the USA that were
difficult to start during the cold winter months. In Japan, the car owners
would cover their cars with hoods or blankets during winters and
expected Americans to do the same.
► Gillette razors in India
POLYCENTRISM
► each country unique and exclusive and consider that the businesses are
best run locally in the international markets
► headquarters has a little control over the activities of each of its subsidiary
markets
► every subsidiary develops its unique marketing and business strategies for
success and the country’s domestic market is given equal importance
► best suited for the countries with certain constraints on the front of
finance, political, and culture
POLYCENTRISM
► studies the similarities and differences in the world and its various operating regions and
designs the strategies accordingly
► Regions in the world may have similar culture, climate, and transport amongst other
aspects
► Example: India, Pakistan, and Bangladesh or Norway and Sweden
► Example: In India, McDonalds serves burgers without pork and beef keeping in mind
the religious sentiments of the local citizens
GEOCENTRISM
► immigration laws and policies may put certain limits to its implementation
► approach is expensive as compared to the polycentrism
Examples:
► MTV caters to the local taste of India, China, and South Korea with the
company broadcasting channels with Hindi Pop in India and K-Pop in the
Far East.
► McDonalds offers beer in Germany and wine in France
► Whirlpool washer for sarees. Basic model for India, Mexico, Brazil
► Google/Microsoft