The Circle of Life in Network Marketing Relationships: A Case Study of Tahitian Noni International

The marketing industry is moving towards customer centric marketing where it is important to establish and maintain relationships with customers. This need is even more crucial for a network marketing company which relies solely on relationships. The purpose of this thesis is to identify how a network marketing company establishes and maintains relationships with independent product consultants (IPC). This study was conducted by interviewing seven IPCs from the network marketing company Tahitian Noni International (TNI). The investigation shows that the main reasons for joining are either the business opportunity or the product. The relationship is maintained through various communication channels.

Contents

1. INTRODUCTION
1.1 Problem statement
1.2 Purpose
1.3 Definitions
2. THEORETICAL FRAMEWORK
2.1 Relationships
2.1.1 Direct contact
2.1.2 Communication
2.1.3 Interaction
2.1.4 Relationship history
2.1.5 Adaptation
2.1.6 Commitment
2.1.7 Trust
2.2 Termination
3. METHODOLOGICAL APPROACH
3.1 Selection
3.2 Qualitative interviews
3.3 Critical remarks
3.4 Trustworthiness
3.5 Ethical aspects
4. EMPIRICAL FINDINGS
4.1 Background of Tahitian Noni International
4.2 Background IPCs
4.3 Network entry: the recruitment process
4.3.1 Reasons for joining
4.3.2 Primary entry barriers
4.3.3 Secondary entry barriers
4.4 Relationship maintenance
4.5 Relationship termination
5. ANALYSIS
5.1 The recruitment process
5.2 Relationship maintenance
5.3 Relationship termination
6.CONCLUSIONS
REFERENCES

Author: BrÄneryd, Camilla,Friberg, Tobias

Source: Uppsala University Library

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The Circle of Life in Network Marketing Relationships: A Case Study of Tahitian Noni International