Background Note | HBS Case Collection | January 2010 (Revised March 2010)

A Note on Direct Selling in Developing Economies

by Michael Chu and Joel Emilio Bregman Segre

Abstract

Informal and formal direct selling play a particularly important role in developing countries characterized by markets with limited retail sectors. This note explores the practice of direct selling for the company, the sales person, and the consumer, as well as the potential of direct selling as a means of reaching the base of the pyramid for both commercial and social purposes.

Keywords: Customers; Developing Countries and Economies; Marketing Channels; Marketing Strategy; Emerging Markets; Sales;

Citation:

Chu, Michael, and Joel Emilio Bregman Segre. "A Note on Direct Selling in Developing Economies." Harvard Business School Background Note 310-068, January 2010. (Revised March 2010.)