Strategies for Building and Retaining a Productive Multilevel Marketing Downline

Strategies for Building and Retaining a Productive Multilevel Marketing Downline by Ranelli Williams MBA, Baruch College, City University of New York, 1998 BBA, Baruch College, City University of New York, 1994 Doctoral Study Submitted in Partial Fulfillment of the Requirements for the Degree of Doctor of Business Administration Walden University October 2018 Abstract Most multilevel marketers lose money and quit within the first year of operations because of a lack of effective strategies for building and retaining a productive downline. The purpose of this multiple case study was to apply Cantillon’s entrepreneurship theory to explore strategies used by 3 multilevel marketers from 3 different multilevel marketing companies with operations based in New York. Participant selection was purposeful andMost multilevel marketers lose money and quit within the first year of operations because of a lack of effective strategies for building and retaining a productive downline. The purpose of this multiple case study was to apply Cantillon’s entrepreneurship theory to explore strategies used by 3 multilevel marketers from 3 different multilevel marketing companies with operations based in New York. Participant selection was purposeful and based on the number of years the participants had been in multilevel marketing and their generated income. Data collection occurred through semistructured interviews with openended questions of the participants and a review of company training documents and videos. Data from the interviews and training were examined, and key ideas were documented and analyzed using a 6-step data analysis process, including listing and grouping the collected data, considering all data before reducing or eliminating any, grouping the data by research questions, formulating the data into themes, documenting the experience, and presenting the data findings. Three themes emerged from the data: entrepreneurial mindset, strong leadership and support, and training and development. Adopting strategies described in this study may contribute to social change by increasing the success rate among multilevel marketers, thus reducing unemployment, resulting in more taxable income and increased tax revenue, and producing a positive effect on the economy in New York area. Strategies for Building and Retaining a Productive Multilevel Marketing Downline by Ranelli Williams MBA, Baruch College, City University of New York, 1998 BBA, Baruch College, City University of New York, 1994 Doctoral Study Submitted in Partial Fulfillment of the Requirements for the Degree of Doctor of Business Administration Walden University October 2018 Dedication We want each of you to show this same diligence to the very end, so that what you hope for may be fulling realized. ~ Hebrews 6:11 (New International Version) First, I want to dedicate this study to my Lord and Savior Jesus Christ, without whom this would not be possible. I give God all the honor and praise for giving me the strength to push through to the very end so that this dream could be realized. Second, I want to thank my amazing husband, Eric who sacrificed so much so that I can achieve this dream of becoming a doctor. I am so grateful that you did not give up on me even when I was ready to give up on myself. Thank you for your support. Third, my sons, Joeraan and Jaevaan, you are indeed my inspiration. It is because of you that I pushed through. This accomplishment is to show you what is possible when you persevere through obstacles. The Bible says in Galatians 6:9 (New International Version), “Let us not become weary in doing good, for at the proper time we will reap a harvest if we do not give up. ” Never give up, my sons. Even when things get tough, continue to persist until you reach your goals. Last, I thank my mom and dad and all my family and friends who provided words of encouragement that motivated me to push through to the end of this journey. Acknowledgments I want to thank my committee members, Dr. Timothy Malone, Dr. Kevin Davies, and Dr. Charles Needham, for providing me feedback and guiding me through this process. To my study buddies and colleagues, especially Victor Olufemi, Rochelle Jordan, and Dr. Marsha Hopwood, your support and accountability were unprecedented, and I am eternally grateful that we connected on this journey and were able to guide and motivate each other along the way. To everyone else who encouraged and lifted me up in prayer, I appreciate you. This experience opened my eyes to blessings that are possible when you believe, walk boldly in faith, and not give up.