Digital transformation of network marketing, multilevel and direct sales businesses. The impact of new tools and digital platforms

Silvia Cacho () and José Lázaro ()
Additional contact information
Silvia Cacho: IPADE Business School
José Lázaro: ICAMI

The Anahuac Journal, 2018, vol. 18, issue 2, 11-39

Abstract: This article explores the impact caused by the introduction of new digital tools in the industry of network marketing, multilevel and direct sales, studying its effects in several business dynamics such as training strategies, plans of integrated communication, real time planning and measurement, digital and mobile commerce and aspirational marketing positioning, that constitute the main activities for the success of its business model.We propose a conceptual framework for the commercial repercussions of the implementation of massive access technologies, assessing their potential to strengthen and harmonize the multilateral relations between corporate and distributorsThis research project aims to stimulate reflection on the profound digital transformation that network marketing, multilevel and direct sales companies are experiencing, developing an strategic plan for digital migration.

Keywords: network marketing; multilevel; direct sales; digital transformation. (search for similar items in EconPapers)
JEL-codes: M15 M31 O33 Y10 (search for similar items in EconPapers)
Date: 2018
References: Add references at CitEc
Citations:

Downloads: (external link)
http://revistas.anahuac.mx/the_anahuac_journal/article/view/41/5 (application/pdf)
http://revistas.anahuac.mx/the_anahuac_journal/article/view/41/43 (application/xml)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:amj:journl:v:18:y:2018:i:2:p:11-39

DOI: 10.36105/theanahuacjour.2018v18n2.01

Access Statistics for this article

The Anahuac Journal is currently edited by Jaime Humberto Beltran Godoy

More articles in The Anahuac Journal from Business and Economics School. Anahuac University (Mexico). Contact information at EDIRC.
Bibliographic data for series maintained by Adriana Sanchez Escalante ().