hkr.sePublications
Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Exploring Direct Sale - In Relation to Chinese Culture
Kristianstad University College, Department of Business Administration.
Kristianstad University College, Department of Business Administration.
Kristianstad University College, Department of Business Administration.
2005 (English)Independent thesis Basic level (degree of Bachelor)Student thesis
Abstract [en]

The dissertation aims to identify and investigate factors involved in direct sale in relation to Chinese culture. Direct sale is one form of direct marketing, which can include door-to-door, office-to-office, home party selling, etc. For a salesperson to be able to do business with people from various cultures, he/she needs to understand the differences in their values and in their consumer needs. Cultural values have implications for marketing communication and direct selling activities.

After a literature review of the two areas, direct sale and Chinese culture a theoretical model was developed. This model will be helpful for companies when entering the Chinese market through direct sale. The model consists of twelve factors involved in direct sale; communication, commitment, trust, collective, friendship, empathy, respect, conflict avoidance, loyalty, functionality, behaviour, and home party. The aim is to show how important each of the factors is for direct selling in China. From the interpretations of the research review we came to the conclusion that all factors are considered to be of importance in relation to Chinese culture.

In order to test the model we conducted a survey. Our population consisted of Chinese exchange students at Kristianstad University in Sweden. The result of the survey became the base of a new model. The new model showed that all factors were of importance but with different degrees. In order to see if our model might be useful in real life we chose to include a case study of Oriflame. All the factors in our model supported Oriflame’s strategy.

Place, publisher, year, edition, pages
2005.
National Category
Law
Identifiers
URN: urn:nbn:se:hkr:diva-3161Local ID: oai:eprints.bibl.hkr.se.oai2:241OAI: oai:DiVA.org:hkr-3161DiVA: diva2:229603
Uppsok
Social and Behavioural Science, Law
Available from: 2005-01-01 Created: 2005-01-01 Last updated: 2005-02-03

Open Access in DiVA

fulltext(451 kB)597 downloads
File information
File name FULLTEXT01.pdfFile size 451 kBChecksum SHA-512
dce0c3bbbf0caa18eef5c5b8b178d8d32467a0f3ad2a0ef1477dbfba0babe21dc5652d049315ff799be8c70a2dc98fe6c88f23df2545f6672861f3a197e1ace2
Type fulltextMimetype application/pdf

By organisation
Department of Business Administration
Law

Search outside of DiVA

GoogleGoogle Scholar
Total: 597 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Total: 319 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf