This thesis investigates the competencies and sales activities essential for network marketers in the digital age, with a focus on their importance and current performance levels. This research addresses three main areas in the context of the digital world: The importance and performance of activities in network marketing, the importance and performance of competencies for network marketers and the extent of B2B involvement in network marketing. The findings reveal a dual emphasis on digital and soft skills. Digital competencies like social media marketing, data analytics, and AI tools are crucial in network marketing nowadays. However, there is a noticeable gap between the recognized importance of these skills and their practical application, suggesting that many network marketers struggle to use digital tools effectively. On the other hand, soft skills such as communication, adaptability, and teamwork are highly valued and generally well-performed, though adaptability shows a notable skill gap. This reflects a tendency in the literature, which prioritizes soft skills over digital skills. This result highlights the ongoing relevance of traditional sales skills, such as relationship-building and product knowledge, now enhanced by digital capabilities. As for the activities of network marketers, Customer Relationship Activities and Business Development Activities were identified as the most critical and well-performed activities. In terms of B2B involvement, a significant portion of network marketers already engage in B2B activities, and those involved view it as increasingly important for the future. This suggests that B2B could represent a valuable, yet underrated, business opportunity for network marketing growth. The thesis concludes with managerial implications for both principals and network marketers. For principals, it is essential to provide training on digital tools for their network marketers. Furthermore, it is beneficial to focus on soft skill development of network marketers, while exploring B2B opportunities. Similarly, for network marketers, there is a need to participate in trainings both enhancing their digital and soft skills and to consider expanding into the B2B market. In conclusion, the study highlights the evolving demands of the network marketing profession, where the integration of digital and interpersonal skills is crucial for success.
Activities and Competencies of Network Marketers in the Digital Age
Jankovic, S. (Author). 2024
Student thesis: Master's Thesis