Title: An inquiry into direct selling practices in Mexico: analysis of internal and external fit
Authors: Lucía Fernández Reyes; Rajagopal
Department of Studies in Management Sciences, EGADE Business School, Tecnológico de Monterrey, Calle del Puente 222, Colonia Ejidos de Huipulco, Tlalpan 14380, Mexico City
EGADE Business School, Tecnológico de Monterrey, Calle del Puente 222, Colonia Ejidos de Huipulco, Tlalpan 14380, Mexico City
Abstract: This is a qualitative research paper based on in-depth interviews which were conducted to explore qualitative dimensions of direct marketing: sellers' networking and indirectly consumers' preferences on direct sales. The paper describes direct selling for the marketing of beauty products supported by social networking among sellers. The objective and originality of this work is to approach qualitatively the difficulties Mexican direct sellers face in order to address potential bottlenecks in their current business operations.
Keywords: qualitative research; direct selling; Mexico; beauty products; internal fit; external fit; seller networks; consumer preferences; direct sales; social networking; bottlenecks; business operations.
Int. J. of Business Competition and Growth, 2013 Vol.3, No.1, pp.89 - 102
Submission date: 04 Sep 2012
Date of acceptance: 30 Oct 2012
Available online: 24 Jan 2013