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The EPRG framework is a model used in international marketing to understand and classify the orientation of firms when expanding into global markets. Developed by Howard V. Perlmutter, EPRG stands for Ethnocentric, Polycentric, Regiocentric, and Geocentric orientations. Each orientation reflects a distinct approach in how a company views foreign markets, formulates strategies, and makes managerial decisions. Understanding these orientations helps organizations align their marketing strategies with their global objectives and the nature of target markets. An ethnocentric orientation is the first stage in internationalization, where the company views its home country practices as superior and tends to replicate domestic strategies in foreign ________ _______ ___ _________ _________.
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