The main purpose of this article is to focus on consumer bias mainly because some people prefer to support domestic businesses rather than international retailers. This increases the liability of foreignness (LOF). The article explains more how to overcome biases like these by having a better retail mix than that of domestic businesses. In addition, international retailers like Dollarama will have to concentrate on their legitimacy by emphasizing on corporate social responsibility. There are multiple ways to overcome the (LOF); entry mode choices, incorporating local executives in decision making, adapting to the local environment, providing greater product variety, and acquiring market-based resources in the host location such as skilled employees
