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EPRG orientation is a framework used in international marketing management to describe the approach and mindset a firm adopts when expanding its operations across international markets. The term EPRG stands for Ethnocentric, Polycentric, Regiocentric, and Geocentric orientations, each reflecting a different strategy for managing global business activities. An ethnocentric orientation indicates that the firm views its home country’s practices as _______ ________ _________ ________ ________ __________.
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