Direct Selling: Collectivist Versus Individualistic

Abstract

This paper proposes a theory that direct selling (or multi-level marketing) exhibits a greater likelihood of thriving in collectivist countries as opposed to individualistic countries. The paper would explain the nature and functioning of direct selling and proceed to explicate the various reasons accounting for the success of direct selling particularly in collectivist countries. In addition, value would be added to the theoretical framework by the empirical data of an important direct selling company i.e. Amway.