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 markets. Firms with an ethnocentric mindset often standardize their products and marketing approaches across countries, assuming that what works domestically will work globally. This approach results in centralized decision-making, with top management in the home country controlling most strategic choices. While it offers consistency and leverages domestic expertise, it may lead to misalignment with local preferences, cultural differences, and consumer behavior, reducing the effectiveness of international marketing. Polycentric orientation reflects a more localized approach, where the firm recognizes the uniqueness of each foreign market. Companies adopting a