... MNEs in the FMCG industry enters new markets, more specifically emerging markets. In order to gain an understanding of this we look at three specific markets, namely Russia, India and China. ... venture. Increasing control as well as commitment and investment 7 5 Reasons for conducting foreign direct investment In general, doing business in a company‟s domestic market, or in markets ... own when confronted with emerging markets. Mainly, the findings were that the strategy used when entering emerging markets are dependent upon the relevant factors in the specific market, and...