Modelling distributor retention in network marketing organisations

Abstract

This paper proposes a model of distributor retention in network marketing (NWM) organisations based on a review of the existing literature from salesforce management, turnover and marketing perspectives. It is hypothesised that a number of the characteristics of NWM organisations, and those of the individual distributors themselves, could offer considerable utility in allowing NWM organisations to predict the duration of the relationship that they might expect to develop with a particular distributor.

Citation

Msweli, P. and Sargeant, A. (2001), "Modelling distributor retention in network marketing organisations", Marketing Intelligence & Planning, Vol. 19 No. 7, pp. 507-514. https://doi.org/10.1108/EUM0000000006215