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

Author

Listed:
  • Silvia Cacho Elizondo

    (IPADE Business School)

  • José Domingo Lázaro Álvarez

    (ICAMI)

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.

Suggested Citation

  • Silvia Cacho Elizondo & José Domingo Lázaro Álvarez, 2018. "Digital transformation of network marketing, multilevel and direct sales businesses. The impact of new tools and digital platforms," The Anahuac Journal, Business and Economics School. Anahuac University (Mexico)., vol. 18(2), pages 11-39, December.
    • Handle: RePEc:amj:journl:v:18:y:2018:i:2:p:11-39
    DOI: 10.36105/theanahuacjour.2018v18n2.01
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    More about this item

    Keywords

    network marketing; multilevel; direct sales; digital transformation.;
    All these keywords.

    JEL classification:

    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes
    • Y10 - Miscellaneous Categories - - Data: Tables and Charts - - - Data: Tables and Charts

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