search query: @indexterm Direct selling / total: 210
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| Author: | Luk, S. T. K. Fullgrabe, L. Li, S. C. Y. |
| Title: | Managing direct selling activities in China: A cultural explanation |
| Journal: | Journal of Business Research
1999 : JUL, VOL. 45:3, p. 257-266 |
| Index terms: | Direct selling Cosmetics industry Markets Strategy Culture Asia |
| Language: | eng |
| Abstract: | This study explores the market characteristics and the implications for effective selling strategies in the cosmetic industry in China. In particular, it focuses on explaining the reasons for success of those foreign cosmetic companies that adopt direct selling, considered a type of relationship marketing, as their main selling strategy. As relationships rate highly in the Chinese context, the practice of direct selling has perhaps tapped into this important cultural aspect and traversed the barriers facing those doing business through traditional marketing channels. |
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