Marketing de rede como estratégia empreendedora: um estudo de caso em Campina Grande – PB.

Abstract

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.