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Descripción
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| This paper is focused on the multi-level marketing (MLM) as a valid alternative of entrepreneurship, minimizing the effects of economic crisis into the unemployment. MLM as one of the Direct Selling (DS) techniques is a system for the marketing of goods and services that is based on person-to-person relations. The aims of this paper are double, 1) Considering DS as an alternative type of entrepreneurship, and 2) proposing a SWOT matrix so that authorities, direct marketers and distributors will able to design successful strategies. The methodology followed is mixed. First of all, the existing literature has been analyzed to get the needed background. Secondly, distributors of some DS firms have been interviewed in order to know their opinion. This exploratory work confirms that DS may be an alternative for entrepeneurship. It presents different advantages: it allows flexible working, low investment requirements, the flexibility in its management and the possibility of carrying it out on a part-time basis. Thus, distributors have developed a business with the guarantees offered by the brand that protects them. On the other hand, DS shows a negative impact due to the pyramid sales schemes and other illicit and fraudulent activities. From the SWOT analisis and in order to promote MLM entrepreneurship, several systems should be reinforced, in DS companies, distributors and distribution network managers and, also, at a Government level. | |
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Internacional
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Si |
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JCR del ISI
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Si |
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Título de la revista
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Transylvanian review, 2017: |
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ISSN
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1221-1249 |
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Factor de impacto JCR
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0,045 |
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Información de impacto
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Volumen
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XXV |
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DOI
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Número de revista
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19 |
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1 |
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13 |
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