Multi-Level Marketing: At the Crossroads of Economy and Religion

Nathalie Luca

A chapter in The Economics of Religion: Anthropological Approaches, 2011, pp 217-239 from Emerald Group Publishing Limited

Abstract: This chapter focuses on the changing relationship between multi-level marketing (MLM) and religion. MLM originated in the 1950s in the United States out of a desire to make capitalism more humane. It was initially based on Protestant networks linked to prosperity theology, which among other things enabled it to grow internationally. Yet, comparing how MLM adapted to conditions in three different countries (South Korea, Haiti, and France) shows that its ability to break away from this controversial theology was crucial to its international development. It was then able to approach other religious movements, and even to secularize its values.

Date: 2011
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Persistent link: https://EconPapers.repec.org/RePEc:eme:reanzz:s0190-1281(2011)0000031012

DOI: 10.1108/S0190-1281(2011)0000031012

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