Network marketing essence of success: An interpretative phenomenological analysis

Network marketing is a dynamic business, marketing, and distribution channel model. Millions of Americans depend on income from network marketing to supplement or replace their existing income. Out of 15.9 million network marketing start-ups, less than 1% actually build a sales force sufficient to attain a sustainable, full-time annual income. New network marketers expend time and money striving for success, but over 90% fail; therefore, understanding the lived experiences of those that are successful can enhance the performance of other network marketers and the economic environment. The purpose of this interpretative phenomenological analysis is to investigate the lived experiences of success in network marketing from 10 successful Silver and above network marketers within Young Living Essential Oils. The objective of the research is the lived experience successful network marketers have in developing and executing a plan to excel in the network marketing business. The research question guiding the interview process asked the participants to identify the key factors of success from their lived experiences. The Smith, Flowers, and Larkin (2009) approach coupled with a modified van Kaam approach (Moustakas, 1994) were used in the study to explore the lived experiences. The conclusions identified the challenges and strategies of balancing expert knowledge and business knowledge; developing and nurturing teams; leadership from a position with no formal authority; training, training, and more training; faith drives the business; in network marketing being duplicable is key, sharing the business, marketing, self-improvement, stepping out of the box, and focus on success. The results enhanced information to an understudied success in network marketing setting and provided understanding to advance success and leadership in network marketing.