Maintaining the competitivenessof a global brand

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Founded in Ada, Michigan in 1959, Amway has become one of the largest ‘Direct Selling’ companies in the world with nearly three million Independent Distributors. Direct selling involves dealing with customers ‘Face-to-face’ so that personal attention can be given to each of their requirements. Direct selling differs from traditional retailing as it often involves selling to consumers on a one-to-one basis, usually in the comfort of their own homes. The industry has grown rapidly over recent years and is currently estimated to be worth £40…

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