When the Chinese government outlawed direct selling, Amway's signature marketing model, the company's executives had to decide whether to pull up stakes or find a new way to sell. They chose to stay put and cooperate. To comply with regulatory changes, the company established conventional retail stores and manufactured products in China instead of importing them from the United States. It changed its entire distributor compensation system. It could no longer rely on word-of-mouth marketing, so it turned to brand advertising. Throughout the process, Amway worked to demonstrate that it would be an honorable corporate citizen in China. Eventually legislation was passed allowing it to return to a direct sales business model. It received a new license in 2006, and today China is its largest market, with more than $4 billion in annual sales.

【書誌情報】

ページ数：6ページ

サイズ：A4

商品番号：HBSP-R1304A

発行日：2013/4/1

登録日：2013/4/16