{"title":"试析母亲企业家与多层次营销:她做什么,为什么做?","authors":"C. Peters, J. B. Thomas, E. Dille","doi":"10.1142/s0218495823500024","DOIUrl":null,"url":null,"abstract":"The number of small businesses owned by women in the United States is on the rise, due to a variety of reasons. One business model, which is attractive to mothers who lead busy lives, is multi-level marketing. The purpose of this study is to examine the motives of mompreneurs and gain a better understanding of their experiences with the multi-level marketing business model. Data collection involved both a survey and phenomenological interviews. The results identified a variety of motivations for engaging in multi-level marketing, ranging from economic to brand relationships. The women utilised social media tools to access their social capital in order to advertise and sell products to a large network of other women. Moreover, they received significant support from their family and friends related to their business. Several success factors and challenges were identified, as was a finding related to the serial nature of multi-level marketing business ownership. Theoretical and managerial implications are discussed.","PeriodicalId":45304,"journal":{"name":"Journal of Enterprising Culture","volume":null,"pages":null},"PeriodicalIF":0.8000,"publicationDate":"2023-02-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"An Exploratory Examination of the Mompreneur and Multi-Level Marketing: What Does She Do and Why Does She Do It?\",\"authors\":\"C. Peters, J. B. Thomas, E. Dille\",\"doi\":\"10.1142/s0218495823500024\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"The number of small businesses owned by women in the United States is on the rise, due to a variety of reasons. One business model, which is attractive to mothers who lead busy lives, is multi-level marketing. The purpose of this study is to examine the motives of mompreneurs and gain a better understanding of their experiences with the multi-level marketing business model. Data collection involved both a survey and phenomenological interviews. The results identified a variety of motivations for engaging in multi-level marketing, ranging from economic to brand relationships. The women utilised social media tools to access their social capital in order to advertise and sell products to a large network of other women. Moreover, they received significant support from their family and friends related to their business. Several success factors and challenges were identified, as was a finding related to the serial nature of multi-level marketing business ownership. Theoretical and managerial implications are discussed.\",\"PeriodicalId\":45304,\"journal\":{\"name\":\"Journal of Enterprising Culture\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":0.8000,\"publicationDate\":\"2023-02-10\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Enterprising Culture\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1142/s0218495823500024\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q4\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Enterprising Culture","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1142/s0218495823500024","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q4","JCRName":"BUSINESS","Score":null,"Total":0}
An Exploratory Examination of the Mompreneur and Multi-Level Marketing: What Does She Do and Why Does She Do It?
The number of small businesses owned by women in the United States is on the rise, due to a variety of reasons. One business model, which is attractive to mothers who lead busy lives, is multi-level marketing. The purpose of this study is to examine the motives of mompreneurs and gain a better understanding of their experiences with the multi-level marketing business model. Data collection involved both a survey and phenomenological interviews. The results identified a variety of motivations for engaging in multi-level marketing, ranging from economic to brand relationships. The women utilised social media tools to access their social capital in order to advertise and sell products to a large network of other women. Moreover, they received significant support from their family and friends related to their business. Several success factors and challenges were identified, as was a finding related to the serial nature of multi-level marketing business ownership. Theoretical and managerial implications are discussed.