Direct Sellers Research Articles

The Capability to 'Have It All': Exploring how Socioeconomic Conditions Affect Married Women Direct Sellers' Lives

The Capability to 'Have It All': Exploring how Socioeconomic Conditions Affect Married Women Direct Sellers' Lives

Emerging Opportunities and Potential Areas for Growth in the Indian Direct Selling Industry

The Indian Direct Selling Industry, characterized by its dynamic nature and rapid evolution, stands at a critical juncture where emerging opportunities and potential areas for growth beckon. This research paper, based on comprehensive analysis of secondary data sources, seeks to provide a holistic understanding of this industry and its future prospects. The paper commences by assessing the current state of the Indian direct selling industry, analyzing data and reports to delineate its growth trajectory, market size, and prevailing market dynamics. It then delves into an examination of the regulatory framework governing direct selling in India, scrutinizing the Direct Selling Guidelines of 2016, which establish the legal boundaries of industry operations. The core focus of this study is to identify emerging opportunities within the Indian direct selling landscape. The research reveals that the integration of e-commerce platforms, social media as a pivotal marketing tool, and the growing emphasis on sustainability and ethical consumption are key areas of evolution. The industry's adaptation to regional and cultural diversity is also instrumental in tapping into diverse consumer preferences. These emerging opportunities have the potential to reshape the industry's future. The role of sustainability and ethical practices within the direct selling industry takes center stage, demonstrating how responsible business conduct, ethical compensation plans, and a commitment to corporate social responsibility can foster trust and strengthen consumer and direct seller relationships. Finally, the paper provides insights into potential areas for growth and development within the Indian direct selling industry. These areas encompass market expansion into rural regions, digital transformation, product diversification, community impact, and customized approaches to meet regional preferences. In summation, this research paper offers a roadmap for stakeholders in the Indian direct selling industry, from companies and direct sellers to policymakers, by providing a comprehensive analysis of the industry's current state and future potential. As the industry evolves, it is poised to capitalize on these emerging opportunities and growth areas, shaping the future of direct selling in India. Keywords: Direct Selling, e-commerce, sustainability, product diversification.

DAMPAK SOSIAL EKONOMI MASYARAKAT TERHADAP KESEJAHTERAAN PETANI JAGUNG REBUS DI KELURAHAN KAISABU BARU KECAMATAN SORAWOLIO

Corn is a one of horticultural commodity in Kota Baubau, that is widely cultivated by producers in various farming businesses. To increase sweet corn production according to consumer demand, farmers use empty land to plant sweet corn in order to meet consumer demand. The people of Kaisabu Baru, apart from being farmers, are also direct sellers of boiled corn from their harvest in order to increase farmers' income to meet their social and economic needs. The size of the farmer's income greatly influences the farmer's own motivation in carrying out his farming business. The aims of this research are 1) to find out the social and economic impact of the boiled corn farming community in Kaisabu Baru Village, Sorawolio District. 2) To find out what the level of welfare of the boiled corn farming community is in Kaisabu Baru Village, Sorawolio District. The sampling method in this research is the purposive sampling method. Data processing and analysis uses one method, namely descriptive qualitative. The results of the research show that 1) the socio-economic impact felt by boiled corn farmers has provided positive changes. 2) the level of welfare of the boiled corn farming community in Kaisabu Baru Village has increased

The Importance of Pre-employment Job Motives in Predicting Voluntary Salesforce Turnover in the Gig Economy

ABSTRACT Purpose Given the considerable visible and hidden costs associated with voluntary job turnover and the fact that independent contract workers (“gig workers”) can change jobs with ease, it is imperative for managers and scholars to understand the reasons why someone joins a company in an effort to hire workers who will stay with the company longer. Method A commercial research panel company, Dynata, was used to collect data from current and former independent contract workers. After a rigorous screening protocol, data were collected retrospectively from 495 current and 456 former direct sellers, since direct selling is one of the oldest forms and largest categories of gig work. A binary logistic regression analysis enabled prediction of voluntary job turnover based on the number of reasons for joining the company. Findings Findings from statistical analysis of the reasons for joining a company showed that the greater the number of reasons given for joining, the greater the likelihood of staying with the company. Additionally, statistically significant differences were observed between the current and former direct sellers for nine of the 12 reasons investigated. Importantly, from a predictive modeling perspective, it was possible to predict whether a direct seller would stay with the company or quit the company based on the number of reasons for joining the company. Implications The research has implications for both theory and practice. Utilizing theoretical underpinnings from organizational and behavioral management literatures, pre- and post-employment variables establish the framework for pursuing a better understanding of pre-employment motives for joining a company. Despite calls for more research on individual differences in joining a company, past research efforts may have been hindered by the failure to explore new approaches, new agendas, and new methodologies. Theoretically, the research shows that there is a need to ensure the inclusion of pre-employment motive constructs in examining the construct of voluntary job turnover. Managerially, the cost of turnover is significant, and this is particularly true for salesforce turnover. Reducing the rate of voluntary salesforce turnover even by a small percentage could (1) lead to greater effectiveness, efficiency, and profitability for companies, (2) result in less time invested in a job for which an individual is not necessarily motivated to pursue successfully long-term, and (3) ensure consistent product and service delivery for customers. Originality Little is known about gig workers, and this research project focuses on one of the original gig workforce cadres, direct selling. Additionally, this research is unique in its approach to collecting data retrospectively from current and former independent contract workers as well as in the predictive abilities offered by the data and subsequent statistical modeling.

Work and identity in direct selling: meaning from work and exploitation in an undocumented immigrant network

ABSTRACT This article examines the work identities of undocumented Mexican immigrants in the direct selling industry, an alternative work arrangement in which they selling branded products and recruit others to join them as sales consultants. Drawing on qualitative research with undocumented direct sellers in Philadelphia, this research shows that direct selling pays in meaningful work and new identities, rather than in wages. While existing research documents the importance of hard worker identities for undocumented immigrants coping with structural marginality, undocumented direct sellers believe their work offers autonomy, education, and geographic mobility. Ultimately, multi-level marketing companies profit from undocumented workers’ precarity by promising freedom from work and from the struggles of enduring illegality.

Direct selling: tackling the challenge of women’s inclusion within the base of the pyramid (BOP) labour market during COVID era

ABSTRACT The exclusion of women from the labour market continues to be one of the leading causes of poverty within the base of pyramid (BOP) labour market. Using Kabeer’s women empowerment framework, this research aggregates some support that direct selling may be a pathway to increase the inclusion of women within the BOP labour market and alleviate poverty; the complexities presented by the COVID-19 pandemic provide a unique context to test this proposition. Drawing on the social constructivist approach, we conducted semi-structured interviews with women engaged in direct selling in the BOP market in a Middle Eastern country. The study revealed four key themes throughout the participants’ narratives of their experience working in direct selling businesses within the context of COVID-19. These themes are agency, resources, achievement, and precarious work. Our study also explored how the pandemic facilitated the female labour force’s inclusion within the direct selling business in the BOP labour market. We concluded that engaging in direct selling has promoted the inclusion of women in labour markets; however, direct selling is still not considered a secure employment option, and direct sellers are exposed to poor pay, employment insecurity, and lack of employment benefits.

Social Media as A Tool for Direct Selling Business in Dipolog City, Zambo-anga Del Norte

The presence of social media has disrupted the way people live, behave and interact. Philippines is ranked number one as active social media users with an average of 4.17 hours per day. Direct selling businesses in the country continue grow each year, and have introduced new products and expanded new customer reach. With this information presented, the right use of social media will help direct selling businesses reach a well-engaged community of buyers. The research aims to develop relevant marketing strategies to promote the use of social media in direct selling. Descriptive research was being utilized with two sets of researcher-made questionnaires. A pre-survey activity was performed prior to the actual data gathering to validate the reliability of the survey tool. There were one hundred twenty (120) total respondents: comprised of one-hundred (100) direct selling customers and twenty (20) direct sellers, who participated in the data gathering process. Furthermore, the study will use frequencies, percentages, and weighted means for the data treatment. The findings of the study show that Facebook, Twitter, Instagram, and YouTube are the most widely used channels among the respondents of the study. The extent of social media usage by the direct sellers is moderate and social networking site is the most preferred platform to use in doing direct selling-related activities to achieve convenience, productivity, product availability and market growth. Therefore, it can be concluded that social media can be a strategic tool for direct selling business in Dipolog City, Zamboanga del Norte, Philippines.

Startup Culture: MLMs, Mormons, and Entrepreneurship

Startup Culture: MLMs, Mormons, and Entrepreneurship

DISTRIBUTION LEGALITY OF ARAK AS A BALI TRADITIONAL DRINK

This study aims to understand and determine the distribution arrangements for arak as a traditional Balinese drink. The research method uses a normative legal research type, the type of approach uses a statutory approach and a case approach. The legal materials used are sourced from primary legal materials in the form of related legislation, while other sources are from literature, journals and internet media. The technique of collecting legal materials uses document study techniques and is processed in a qualitative descriptive way. The findings of the research, specifically the regulation of the distribution of arak as a traditional Balinese drink, are regulated in the Governor of Bali Province Regulation Number 1 of 2020 concerning the Governance of Balinese Fermentation and Distillation Drinks as a form of governance for the distribution of Balinese arak. The legality of distribution of arak as a traditional Balinese drink is carried out by producers through distributors, then carried out by sub-distributors and distributed to direct sellers.

Analysis of the operation efficiency of new foreign trade forms under the background of digital economy

Based on the digital economy, this paper puts forward a new business model of foreign trade export, and takes Amazon as an example to analyze the operation efficiency and propose the reform of the operation mode which provide personalized value-added services for businesses on the basis of investment attraction and change direct sellers into service platform. In view of the economic utility brought by the datamation and intelligent operation mode of Amazon, combining with the current operation situation of our cross-border export enterprises, this paper puts forward practical suggestions on improving the export logistics system of foreign trade and diversified services for export of foreign trade.

The Potential of Digital Marketing Tools to Develop the Innovative SFSC Players’ Business Models

The traditional global food supply chains are not just complex, but they do not support the sustainability of agriculture. The business models with the greatest growth potential are those that would allow consumers to buy more directly from producers. Before COVID-19, these alternatives were not just popular but had a relatively high market share compared to post COVID-19 era. However, due to the pandemic and the changes in consumers’ purchasing behavior, the players of short food supply chains had to adapt to the new circumstances. This is why business model innovation is nowadays a priority, which means a substantial renewal of the value delivered to customers, and a significant transformation of the processes and activities of the company/network. The study aimed to examine the dynamic innovation through applied digital marketing solutions that could open up new sales channels and increase the competitiveness of the companies involved. Since Austria is one of the “greenest” countries, its consumers are interested in purchasing sustainably, so they strive to buy directly from the producers. This motivates the authors to use its representative sample to investigate how well adapted the Austrian direct sellers are to the unsteady circumstances. Based on a previous research framework, a principal component analysis was applied and the elements defined therein were the variables of non-hierarchical clustering. The used methods highlight the lack of online distribution and marketing of the farmer shops, which could multiply the harmful effects of the pandemic. The classification of the shops demonstrated the generally low share of innovative direct sellers. We conclude that in the new era, businesses that effectively apply open business innovation models will be able to compete in the market.

Empowering Women and Minority Direct Sellers Through Integrated Digital Marketing Strategies: An Intersectionality Perspective

Direct selling is a highly viable path to business ownership and provides career opportunities for those who may have more difficulties finding employment due to their gender, ethnicity, and other identities (e.g., immigration status). This study examined how digital marketing empowers under-represented direct sellers from an intersectionality theoretical perspective. To address this goal, cluster analysis was performed to categorize direct selling companies by their digital marketing efforts. The two types of digital marketing direct selling companies were identified, digital novices and digital integrators. The salesforce profiles and diversity in these two company types were discussed.

Understanding the factors limiting organic consumption: the effect of marketing channel on produce price, availability, and price fairness

Organic food consumption is increasing globally but still comprises a small share of the overall food market. Our understanding of organic consumption is primarily based on consumer surveys, while we lack robust data on the actual price and availability of organic products in most countries. To address this gap, we conducted a case study where we collected data directly from produce sellers in Seville, Spain, to evaluate the extent to which price, availability, and farmer price fairness potentially limit organic consumption in marketing channels with short food supply chains (SFSCs) and long food supply chains (LFSCs). Price of a family produce basket was not significantly different between conventional LFSC and organic SFSC channels. Organic produce was more available in SFSC than LFSC channels by an average of 14 weeks. Price fairness, measured as farmers’ share of the value added, was higher in organic SFSC than organic LFSC and conventional LFSC channels. These results suggest that consumers in Seville can avoid the higher prices and lower availability of organic produce in supermarkets and ensure farmers greater revenue share by switching to organic SFSC channels like farmer-consumer cooperatives and direct sellers. However, the scarcity of such information for most products and markets limits consumers’ ability to ascertain the economic and social benefits of different channels. This study highlights the need for systematic data collection and sharing from different marketing channels to better inform consumers about their food purchasing options and improve understanding of the factors limiting organic consumption.

Linking improvisational behavior, adaptive selling behavior and sales performance

PurposeThis research examined the relationships between improvisational behavior, adaptive selling behavior and sales performance of direct sellers in Thailand. This research also investigated whether these relationships are moderated by the degree of challenge orientation and sellers' knowledge about the products.Design/methodology/approachThe data were collected through a survey with sellers from a subsidiary of a multinational corporation located in Bangkok, Thailand (n = 172). Partial least squares–structural equation modeling was used to analyze the data.FindingsResults from data analysis revealed positive relationships between improvisational behavior, adaptive selling behavior and sales performance. The relationship between improvisational behavior and adaptive selling behavior, as well as the relationship between adaptive selling behavior and sales performance, significantly depended on the degree of challenge orientation and the sellers' knowledge about the products.Research limitations/implicationsThe data were collected using self-report measures; the sample was sellers from a single sales organization, and cross-sectional data were used for the analysis. Overall, this study is the exploratory research that does not intend to prove the causal effect of improvisational behavior, but rather to provide new insight on some conditional factors that influence its effectiveness.Practical implicationsIt is essential for sales organizations to ensure that their sales force has adequate improvisational skills to handle sales adaptations effectively during unexpected sales situations. Some training may be offered to the sales force to develop these imperative improvisational skills.Originality/valueThe results regarding the moderating effect of challenge orientation and product knowledge provided additional insight to prior research about the potential conditions that influence the effectiveness of improvisational behavior and adaptive selling behaviors.

Self-Efficacy Beliefs and Direct Selling Sales Performance

In the context of personal selling and sales management research, self-efficacy has typically been studied as positively related, and usually antecedent, to sales performance. Thus, the more efficacious a sales person is, the more effort and persistence he or she is believed to exhibit in prospecting new customers, maintaining relationships with existing customers, and generating sales. The present study differs from prior studies of self-efficacy in that it explores: 1) whether a direct selling experience, in and of itself, can enhance business-related self-efficacy and personal life self-efficacy; 2) whether business-related self-efficacy and personal life self-efficacy in turn relate to self-reported sales performance and non-selling job performance. Data collected from current and former direct sellers indicated that direct selling experience benefitted business-related and personal life skills. Additionally, more current direct sellers than former direct sellers believed that their self-efficacy had been enhanced by their direct selling experience and that they were more successful as direct sellers than others in their company. Self-efficacy was significantly related to self-reported sales performance and performance on a non-direct selling job. The findings possess important practical as well as theoretical implications.

Selling in Spanish and/or English: A study of Hispanic direct sellers

AbstractExploring differences within a U.S. sample of Hispanic direct sellers provides insights into the impact of acculturation on satisfaction survey responses. The scope of the study is constrained to sellers who self‐identified ethnically as Latino/Hispanic on a U.S. national survey of direct sellers. Findings show evidence of cultural heterogeneity within this sample of Hispanic direct sellers that corresponds to their uses of English and Spanish in selling activities. Practical implications suggest that Spanish Dominant Sellers claim higher satisfaction ratings and higher performance estimates than do English Dominant Sellers. English Dominant Sellers indicate greater use of Web 2.0 technologies for selling. Implications and future studies are discussed.

The attitudes of French and Spanish winegrowers towards the use of cover crops in vineyards

ABSTRACTVineyards are an intensive cultivation system and expose the soil to long-lasting stress. Many vineyard areas already show high degrees of soil degradation. To prevent further soil erosion, cover crops, which have various positive effects on the environment, are highly recommended. But, depending on the climatic conditions, cover crops can reduce grape yields and are sometimes more work intensive than bare soil management. In some areas cover crops are already widespread while in others bare soil is dominant. In this qualitative study, we explore the attitudes of European winegrowers towards cover crops and determine the background for differences in the adoption of greened vineyards. Thus, we conducted focus groups with winegrowers in two different regions, namely Coteaux du Layon in France and Montilla-Moriles in Spain. In this setting, the transregional differences are mainly based on the climatic conditions but also on different business structures and knowledge levels. Direct sellers seem to be more attentive to the environment and use cover crops more often than farmers which sell their grapes to cooperatives.

Simplification of Models and Database Design of Copra Supply Chain in North Sulawesi Province of Indonesia

North Sulawesi Province in Indonesia has a huge numbers of coconut growers that consists of 42% from the whole peasant in the region. Traditionally, growers produces copra and have their commodity sell to local cooperation, while some of them sold to the middle buyer that eventually sell the product to cooperation or to the company produces coconut oil. While the first practice seemed to be beneficial to the growers, the latter if optimised properly may be of more benefit to the peasants due to more dynamic supply and demand between growers and buyers. It could also make a direct sellers to buyers transaction which result in a best supply chain that result in a competitive price of sale which is an advantage to the coconut growers.

Acting on Analytics: Accuracy, Precision, Interpretation, and Performativity

We report on a two‐year project focused on the design and development of data analytics to support the cloud services division of a global IT company. While the business press proclaims the potential for enterprise analytics to transform organizations and make them ‘smarter’ and more efficient, little has been written about the actual practices involved in turning data into ‘actionable’ insights. We describe our experiences doing data analytics within a large global enterprise and reflect on the practices of acquiring and cleansing data, developing analytic tools and choosing appropriate algorithms, aligning analytics with the demands of the work and constraints on organizational actors, and embedding new analytic tools within the enterprise. The project we report on was initiated by three researchers; a mathematician, an operations researcher, and an anthropologist well‐versed in practice‐based technology design, in collaboration with a cloud services go‐to‐market strategy team and a global cloud sales organization. The analytics were designed to aid sellers in identifying client accounts that were at risk of defecting or that offered opportunities for up‐sale. Three‐years of sales revenue data were used to both train and test the predictive models. A suite of analytic tools was developed, drawing upon widely available algorithms, some of which were modified for our purposes, as well as home‐grown algorithms. Over the course of this project important lessons were learned, including that the confidence to act upon the results of data modeling rests on the ability to reason about the outcomes of the analytics and not solely on the accuracy or precision of the models, and that the ability to identify at‐risk clients or those with up‐sell opportunities by itself does not direct sellers on how to respond as information outside the models is critical to deciding on effective actions. We explore the challenges of acting on analytics in the enterprise context, with a focus on the practices of ‘real world’ data science.

The Use of Technology in Direct-Selling Marketing Channels: Digital Avenues for Dynamic Growth

Technology is transforming industries, challenging traditional marketing channels, and providing digital avenues for dynamic growth. The popularity of digital platforms has disrupted traditional distribution channels, increased reach of social networks, and changed the way people interact. This research examines how advanced technology is enabling direct sellers to create and maintain relationships. It investigates the multidimensional aspect of technology use and advances the proposition that it acts as a strategic success factor for customer relationship performance specifically within the peer-guided marketplace of direct selling. Using a survey of 114 direct sellers, findings suggest that, in general, technology use does enhance direct sellers' ability to create and maintain consumer relationships, especially among less-experienced salespeople.