Miller Fabrics wants to minimize its risk when entering the Asian market. What strategy should the company use to have the least risk?

A) exporting
B) franchising
C) a strategic alliance
D) a joint venture
E) direct investment

Exporting involves the least amount of investment and risk. Miller Fabrics can use indirect exporting by selling goods to an intermediary who then sells them in the Asian market, or use direct exporting by setting up an export department within the organization. This helps Miller Fabrics establish a foothold in the market with minimum investment and risk. Franchising, strategic alliance, joint venture, and direct investment involve more investment, commitment, and risk.