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EPRG orientation is a framework in international marketing management that helps firms identify their approach toward global markets. The acronym stands for Ethnocentric, Polycentric, Regiocentric, and Geocentric orientations. Ethnocentric orientation reflects a domestic-focused mindset, where the firm views its home-country practices as superior and uses the same marketing strategies abroad. This approach may lead to standardization but risks ___ ______ ____ ____ _____ __________.
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