The EPG Model in Multinational Companies: The Case of Mazaya

Document Type : Research Paper


Department of Business Administration, Faculty of Business Administration, Beirut Arab University, Beirut, Lebanon


The purpose of this paper is to present the main concepts of the EPG model management styles (Ethnocentric, Polycentric, and Geocentric) highlighted with an illustrative real life case study. Many international organizations use the EPG model as a management style framework to maintain focused direction when defining their international business strategy especially for their foreign subsidiaries. With a one or a combination of two or three EPG model orientations, MNCs may set their preferred management mindset when running their international subsidiaries in order to improve organizational performance. When doing so, MNCs take into consideration important factors such as local market needs, cultural differences between headquarter and foreign countries, domestic marketing plans, etc. Aiming to identify the management orientation of an organization, I study “Mazaya” as a particular case, by interviewing key personnel face to face, and relate it to the EPG model by showing how MNCs successfully manage its key subsidiaries.