Multi-Level Marketing of Enterprises – The World and Poland. Theoretical Perspective

Abstract

The development of marketing activities of enterprises is manifested in numerous concepts that enable them to gain and maintain a competitive advantage on the market. One of such concepts is multi-level marketing, which is a form of goods distribution, i.e. reaching the customer directly in order to sell products / services to him. An important element of multi-level marketing is that it avoids the classic forms of distribution in the form of wholesalers, shops or salesmen. The aim of the study is to present the importance of multi-level marketing in enterprise management in a market economy. The study is based on a study of the literature of the subject enriching the achievements of management and quality sciences.

Direct Selling a Controversial Business Model: Recent Development and Future Research Agenda

“…Despite the direct selling model having been in existence since the eighteenth century, it is nevertheless a novel model in some parts of the world. Thus, there is recent literature on the modus operandi of direct selling in certain countries like India (Aggarwal & Kumar, 2014;Choudhary & Haryana, 2013;Singh & Shiv Kumar, 2019;Tripathi, 2014), Poland (Gregor & Wadlewski, 2013;Kaźmierczak & Łabuz, 2018;Leśniewski et al, 2022), and Uzbekistan (Takhirovna & Kanilevna, 2022). Such studies shed light on direct selling's impact at economic and social levels.…”