FEIJÓ, V. O.; FEIJÓ, Viviane Oliveira.
Resumen:
Network Marketing or Multi-level Marketing, is a system used by Direct Sales companies that
distribute products and services directly to consumers through independent distributors, providing
forms of payment at various levels. In recent years this activity has been growing in the country
providing thousands of workers with an income generation, however most people who choose
this system to work with do not reach the expected success. This entrepreneurial activity requires
the professionals in the segment to possess some essential features. Therefore a descriptive and
exploratory research was conducted through a case study compiling 28 distributors who work
with the multi-level system in Campina Grande-PB to identify and analyze the entrepreneurial
features which define their profiles. For this purpose the model developed by David McClelland
composed of three sets of entrepreneurial skills known as Attainment, Planning and Power was
used. Endurance, information research and goals setting were prevailing features in the profiles
of the distributors analyzed, as shown by results after a quantitative and qualitative analysis of the
data collected. Other characteristics which need to be developed were also identified. Results are
not conclusive and require further and deeper studies due to the use of a non-probabilistic sample
of accessibility.
