Activities and Competences of Network-Marketers in the Digital Age

Direct Selling is one of the strongest growing sales forms in Europe. In network marketing, self-employed direct sales representatives act as intermediaries by selling mainly face-to-face. Additionally, they may manage other salespeople (subcontractors) supporting the growth of their suppliers. The few academic studies on network marketing have mainly be conducted in the USA and focused on the B2C sector. In addition, the competences and activities required of salespeople have changed since Covid. The possibilities of digital interactions with customers have extended sales behaviors to inside/remote sales activities. This study examines the competencies and activities of salespeople in network marketing in the digital age and aims to better understand their importance and performance. The findings underscore the growing significance of digital tools in customer interactions and reveals a discrepancy between perceived importance and actual usage. Moreover, the study emphasizes the central role of customer relationship activities and the lack of supplier management activities. The research further explores the increasing dynamics of B2B network marketing activities and highlights the focus of network marketers on B2B customers and the strategic implications of such engagement. It concludes by highlighting the need to effectively integrate digital tools, refine customer relationship activities, foster stronger supplier relationships and understand the dynamics of B2B network marketing. Despite the informative nature of the study, these findings provide an initial avenue for deeper investigation, which should ultimately contribute to a more comprehensive understanding of network marketing in the digital age.