INTERNATIONAL EXPANSION OPPORTUNITIES FOR MULTI-LEVEL MARKETING VIA PERSONAL NETWORKS: AN ETHNOGRAPHIC STUDY FROM COLOMBIA

Although multi-level marketing (MLM) and direct sales companies have risen controversies and ethical concerns in recent years, MLM has rapidly expanded to developing and emerging markets in the last decades. Companies like Yanbal, Amway and Oriflame, are some of the multinationals that have internationalized in the Latin America and the Caribbean. Through a grounded theory approach, and using Colombia as a sample of a Latin American country, the...