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Title

How to Co-opt Marketing Professors in 5 Easy Steps.

Authors

Keep, William W.

Abstract

This article explores the relationship between marketing professors and the direct selling/multilevel marketing industry in the United States. It discusses how the industry has formed partnerships with professors to gain credibility and access to resources, research subjects, and grants. The article raises ethical and legal concerns about the industry, including pyramid schemes and deceptive marketing practices. It also examines the role of marketing professors in promoting the industry's agenda and downplaying enforcement actions and consumer backlash. The article emphasizes the need for skepticism and critical analysis when considering the involvement of marketing professors in the industry. Additionally, the article discusses the influence of the Direct Selling Education Foundation (DSEF) on professors and research, raising questions about the objectivity and integrity of industry-funded research. It concludes by highlighting the importance of maintaining the integrity of business research and being aware of industry interests. The accompanying document provides a list of references and sources related to direct selling, including academic articles, books, news articles, and government documents. These sources offer diverse perspectives on the industry, covering topics such as ethics, regulations, compensation plans, and the experiences of salespeople. The document also includes references to organizations, foundations, legal cases, and investigations related to direct selling.

Subjects

MARKETING; COLLEGE of New Jersey; BUSINESS ethics; BUSINESSPEOPLE; ORGANIZATIONAL citizenship behavior; SALES management; MULTILEVEL marketing; ACADEMIC-industrial collaboration; LEGAL education

Publication

Journal of Customer Behaviour, 2024, Vol 23, Issue 1, p33

ISSN

1475-3928

Publication type

Academic Journal

DOI

10.1362/147539224X17149185610037