Introduction Direct selling is developing into a multi-billion dollars business worldwide in recent years. Only a few years ago, one may think direct selling as no more than the troublesome mail order things. But, with the development of direct selling both in concept theory and in practical areas, more and more people are involved in direct selling activities. In theory, direct selling is focusing on "the marketing of consumer goods and services directly to consumers …showed first 75 words of 1328 total…

…showed last 75 words of 1328 total…Publishers, 2002 Cooper, D. and Schindler, P.: Business Research Method, Sixth Edition, Irwin/McGraw-Hill, 1998 Merrilees, B. and Miller, D.: Direct Selling in the West and East: The Relative Roles of Product and Relationship (Guanxi) Drivers, Journal of Business Research, Vol. 45, No. 3, p. 267-273 Luk, S., Fullgrabe, L., and Li, S.: Managing Direct Selling Activities in China: A Cultural Explanation, Journal of Business Research, Vol. 45, No. 3, p. 257-266 Xardel, Doninique: The Direct Selling Revolution, Blackwell Publishers, NY, 1993