Marketing Multinível: um estudo de caso sobre a Herbalife

Abstract

The present research deals with Multilevel Marketing: a case study about Herbalife, whose general objective is to analyze the tools used in the network marketing company that help in the development of the entrepreneurial capacity of the individuals of the organization and the specific objectives are: to characterize theoretically the Multilevel Marketing, its characteristics, as well as its advantages and disadvantages; identify the differences between the financial pyramids and the MMN and their relationship whit Relationship Marketing; Herbalife´s contribution to the entrepreneurial skills of the company’s distributors. Based on a bibliographical survey and documentary, as well as participant observation, the solution to the problem is presented “how has Multilevel Marketing become a developmental alternative for people’s entrepreneurial skills?”, and show how the MMN is a viable business model.