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Digital Natives and Multi-Level-Marketing (MLM): A Perspective

Digital Natives and Multi-Level-Marketing (MLM): A Perspective
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Author(s): Siew Keong Lee (Return Legacy Sdn Bhd, Malaysia)and Sam Yee Kho (Return Legacy Sdn Bhd, Malaysia)
Copyright: 2023
Pages: 11
Source title: Digital Natives as a Disruptive Force in Asian Businesses and Societies
Source Author(s)/Editor(s): Omkar Dastane (UCSI Graduate Business School, UCSI University, Malaysia), Aini Aman (Universiti Kebangsaan Malaysia, Malaysia)and Nurhizam Safie Bin Mohd Satar (Universiti Kebangsaan Malaysia, Malaysia)
DOI: 10.4018/978-1-6684-6782-4.ch005


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This chapter provides perspective on the potential for digital natives in the multi-level-marketing (MLM) industry. The chapter commences with an explanation of digital natives and the MLM industry. Thereafter, distinguishing factors for digital natives as customers, as well as opting for a career, are debated. The chapter then discusses digital natives the in MLM industry by considering their unique personality traits prior to providing perspective on recruiting digital natives in MLM, training and engaging digital natives in MLM, and MLM business transformation for Generation Z. Lastly, the chapter proposes attributes for transformed MLM considering above aspects related to digital natives.

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