| Author | Somchai Hatchaleelaha |
| Call Number | AIT Diss. no.DBA-SOM-16-01 |
| Subject(s) | Multilevel marketing--Thailand
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| Note | A dissertation submitted in partial fulfillment of the requirements for the degree of Doctor of Business Administration (Title page = 2015) |
| Publisher | Asian Institute of Technology |
| Series Statement | Dissertation;no.DBA-SOM-16-01 |
| Abstract | Multilevel Marketing (MLM) is one way of direct selling where the sales people are organized in a pyramid structure starting with minimum of two. The purpose of this study is to understand the attitude of successful MLM members in Thailand. The research objective is to identify the Entrepreneur Attitude associated with the success of MLM members. Charoen Osot International Company (COIN) is employed as the central case study of this research. The company is currently evolving in retail/wholesale/direct sales/ecommerce business. In preparing the case study narrative, primary data from the direct experience of the company founder was combined with secondary sources of information on the landscape of direct sales industry in Thailand. Key lessons were developed from discussion and reflection on experiences of people involved in the development of the company. Major results of the study are as follows. An individual’s entrepreneurial attitude can be categorizes into a hierarchy. The appropriate level of entrepreneurial attitude for MLM members is not too high, and not too low. The key ingredients that MLM business owners need to provide their network members include motivation, physical and electronic infrastructure, and appropriate business training. Key success factors of MLM members from the in-depth case study are i) and appropriate level of entrepreneurial attitude ii) social astuteness and iii) physical attractiveness. |
| Year | 2016 |
| Corresponding Series Added Entry | Asian Institute of Technology.Dissertation ;no.DBA-SOM-16-01 |
| Type | Dissertation |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Doctor of Philosophy in Business Administration (Publication code = DBA-SM, SM) |
| Chairperson(s) | Winai Wongsurawat (Co-Chairperson);BadirYousre (Co-Chairperson); |
| Examination Committee(s) | Kauranen, IIkka;Shipin, Oleg V.; |
| Degree | Thesis (Ph.D.) - Asian Institute of Technology, 2016 |