81. The ultimate form of foreign investment is direct ownership of foreign-based assembly or manufacturing facilities. 82. The main disadvantage of direct investment is that the firm exposes a large investment to risks such as blocked or devalued currencies, worsening markets, or expropriation. 83. Consumer behavior is highly consistent across different markets. 84. Straight extension means introducing the product in the foreign market without any changes to the brand. 85. Product adaptation involves altering the product to meet local conditions or preferences. Â Â