Entrepreneurial Underpinnings of Direct Selling
Sara L. Cochran
Retail sales of direct selling companies in the United States approximated slightly over US$35 billion in 2019 (Statista 2020). Globally, retail sales in 2019 were around US$180 billion, generated by almost 120 million independent contractors. Direct selling advocates note the benefits of direct selling for achieving entrepreneurial dreams, with some suggesting that direct selling is a key path to entrepreneurship for individuals who want to build their own business. The direct selling channel is comprised of entrepreneurs in the form of direct selling company founders, as well as micro-entrepreneurs who desire the financial and social benefits of entrepreneurial work without ...
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