ABSTRACT
Once again, it is worth repeating that there is no one, single universal 'best' foreign market entry strategy. Hie firm should consider all possible channel strategies when entering each market. The 'best' strategy will be the one which is situationally best, optimal in that it is often a satisfic ing strategy which takes into consideration market competition, perceived risk, and estab lished corporate policy with regard to forms of market entry. Yet this will not last for ever. Once the decision is made, there should be continuous monitoring in place, a periodic review and evaluation and the possibility at least of a change of mode in the future.
