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Ethnocentric, Geocentric and Polycentric

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Ethnocentric, Geocentric and Polycentric

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There are several different attitudes that a company may display and could become apparent when deciding to market internationally. The three primary models of international marketing that address the marketing mix include ethnocentric, geocentric and polycentric. Each have unique characteristics that could make or break a company. Ethnocentric is a term that is “sometimes associated with attitudes of national arrogance or assumptions of national superiority.” (Warren & Keegan, 2008, Pg;19) The overall feeling of operations, of an ethnocentrism company is that one means of manufacturing and marketing is enough. Ethnocentric companies assume that products and practices that succeed in the home country will ultimately be successful anywhere. These companies are also lead by the notion that the products or services that advance in the home country are superior products. Ethnocentric companies often take a standardized approached to marketing, thinking that products that do well in the home country will automatically do well anywhere without any kind of modifications. Outside of the home country little research is done and no major modifications are made to products. This Idea can be successful but the Idea now is to not go in an ethnocentric direction. A company should be able to adapt to international environments in order to be an effective global competitor. The opposite is true in the case of Polycentric. You could even wager that ethnocentric could in fact be polycentric’s polar opposite. Where an ethnocentric is more or less “One ring to rule them all” the practice of polycentric is the belief that each country is unique. This idea allows a company to adapt and develop unique business and marketing strategies to the cultures of the even country. Polycentric companies tend to use an adaption approach “that assumes products must be adapted in response to different market conditions.” (Warren & Green, 2008, Pg;21) The ethnocentric approach is based on the...

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