“…Naturally then, the goal of any retailer is to reduce risks associated with international market entry prior to establishing foreign operations. Thus, it is imperative, as stressed by researchers and industry expects alike (e.g., Daniels and Radebaugh 1998, Hochwald 1999, Reda 1998, Simpson and Thorpe 1999, Yip 1998, to engage in careful research before making entry decisions and developing appropriate entry strategies. Assessing risk requires knowledge of a market's competitive, cost, economic, social, technological, and political environments (Daniels and Radebaugh 1998, Sternquist 1998, Yip 1998).…”