Abstract

This study intends to examine the entrepreneurial process of individual direct sellers from the perspective of entrepreneurial marketing, and adopts the process method where events in chronological order are scrutinized. This study collects data from triangular sources and combines the focus group interviews with in-depth interviews to examine 14 direct sellers selected from one domestic, and one foreign direct selling brand, respectively. We develop a dynamic model of entrepreneurial marketing. The results show that two relational management mechanisms are crucial to the successful transformation towards the next entrepreneurial phase. The findings not only fill the academic gap in individual-level direct-selling strategy, but also shed light on entrepreneurial marketing theory by providing insights regarding how resources and initiatives are modified, which deepens the understanding of its dynamicity. Moreover, this research extends the transaction oriented Western studies on direct selling to the ‘quanxi’(Relationship) oriented Eastern context that especially values relational network. In practices, the findings could assist direct sellers and interpersonal-oriented micro-entrepreneurs to develop personal business tactics, and serve as references for direct selling companies to plan for training program of brand affiliates (BA) and brand representatives (BR).  

Keywords

direct selling industrydirect sellerentrepreneurial processentrepreneurial marketingprocess research