We show that, under asymmetric information about costs, limit location strategies, that is distortions in pre-entry locations created by the entrant's inference about the incumbent's cost advantage which prevent entry, emerge not only as the result of the incumbent's cost advantage but also as the result of the entrant's beliefs concerning this advantage. The location at the market center may deter entry under incomplete information for a high cost incumbent who would accommodate entry under complete information; moreover, a low cost incumbent deterring entry at that location under complete information may be better off accommodating entry under incomplete information.