Direct selling: a distribution channel generating jobs in Russia

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Abstract


The goal of this article is to demonstrate that the system of direct sales, when viewed in an economic context, is an effective distribution channel that generates jobs and facilitates upward mobility in Russia. When compared to classic distribution systems, including large-scale distribution, small commerce and industrial enterprises, the system of direct sales relies more heavily on the human component. The system has proven to be very effective in Russia, where it has contributed to the development of a new model of capitalism. This new model is more social and based on human relations without the hierarchical constraints which characterize a more traditional profit-based capitalism.

About the authors

N V Guilluy-Sulikashvili

Lille Catholic University in France

Email: natalia.guilluy@icl-lille.fr
Lille Catholic University in France

- Jean-Marcel Bloch

Lille Catholic University in France

Email: jm.bloch@orange.fr
Lille Catholic University in France

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