Knowledge-Oriented Technologies & Network Marketing Direct Selling Organizations (NMDSO) - Some Preliminary Insights into the Nature and the Goals of Shared Knowledge

Carolina Guerini, Carolina Guerini, Carolina Guerini, Eliana Alessandra Minelli, Eliana Alessandra Minelli, Eliana Alessandra Minelli


The work extends the sales and organization literature by analyzing the nature and the goals of knowledge sharing within networkers’ downlines in Network Marketing Direct Selling Organizations (NMDSO). The main results of the research, based on a qualitative methodology and referred to Lyoness network in Italy, acknowledge the relevance of knowledge sharing & creation via digital technology, distinguish the nature of knowledge sharing and identify the main goals.


  1. Argyris, C. & Schon, . D., 1978. Organizational Learning: a Theory of Action Perspective. Reading: Addison Wesley.
  2. Berger, J., 2011. Arousal increases social transmission of information. Psychological Science, Volume 22, p. 891-893.
  3. Bock, G. W., Zmud, R. W., Kim, . Y. & Lee, J. N., 2005. Behavioral intention formation in knowledge sharing: Examining the roles of extrinsic motivators, socialpsychological forces, and organizational climate. MIS Quarterly, 29(1), p. 87-111.
  4. Cabitza, F. & Locoro, A., 2014. Made with Knowledge - Disentangling the IT Knowledge Artifact by a Qualitative Literature Review. Rome, s.n., pp. 64-75.
  5. Creswell, J., 2005. Educational Research: Planning, Conducting, and Evaluating Quantitative and Qualitative Research,. s.l.:MERILL.
  6. Davenport, T. & Prusak, L., 1998. Working knowledge: Managing what your organization knows. Boston: Harvard Business School Press.
  7. Deci, E. & Ryan, R., 1985. Intrinsic motivation and selfdetermination in human behavior. New York: Plenum.
  8. Gross, C., 2008. Multi-Level-Marketing- Identität und Ideologie im Network-Marketing. Wiesbaden: Springer VS Verlag für Sozialwissenschaften.
  9. Groza, M. D., Peterson, R., Sullivan, U. & Krishnan, V., 2012. Social media and the sales force: the importance of intra-organizational cooperation and training on performance. The Marketing Management Journal, 22(2), pp. 118-130.
  10. Guerini, C., 2003. Le relazioni personali di fiducia per la costruzione di un modello distributivo e d'impresa , Egea, Milan. In: AA.VV., a cura di Network Marketing - Una formula distributiva e di impresa attuale e innovativa. Milan: Egea.
  11. Guerini, C., 2013. Social Networks Off-line. Milan: Egea.
  12. Guerini, C. & Minelli, E., forthcoming 2017. DiDIYers in the Network Marketing industry.
  13. Hamari, J. & Koivisto, J., 2015. Why do people use gamification services?. International Journal of Information Management, 35(4), pp. 419-431.
  14. Kankanhalli, A., Tan , B. & Wei, K., 2005. Contributing knowledge to electronic knowledge repositories: An empirical investigation. MIS Quarterly, 29(1), p. 113- 143.
  15. Kaplan, A. M. & Haenlein, M., 2010. Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, Volume 53, p. 59-68.
  16. Kümpel, A., Karnowski, V. & Keyling, T., 2015. News Sharing in Social Media: A Review of Current Research on News Sharing Users, Content, and Networks. Social Media + Society, July-December.pp. 1--14.
  17. Liamputtong, P., 2011. Focus Group Methodology Principle and Practice. s.l.: Western Sydney University.
  18. Lin, K.-Y. & Lu, H.-P., 2011. Intention to Continue Using Facebook Fan Pages from the Perspective of Social Capital Theory. Cyberpsychology, Behavior, and Social Networking, 14(10), pp. 565-570.
  19. Lovejoy, K. & Saxton , G. D., 2012. Information, Community, and Action: How Nonprofit Organizations Use Social Media. Journal of ComputerMediated Communication, 17(3), pp. 337-353.
  20. Luchs, M. et al., 2011. Toward a sustainable marketplace: Expanding options and benefits for consumers. Journal of Research for Consumers, 19(1), pp. 1-12.
  21. Mari, L., 2014. Toward the first version of the Knowledge Framework (D2.3) - V2, 2. KF Pillars. [Online] Available at: [Retrieved on 27 July 2016].
  22. Nonaka, I., von Krogh, G. & Voelpel, S., 2006. Organizational knowledge creation theory: Evolutionary path and future advances. Organization Studies, 27(8), pp. 1179-1208.
  23. Nov, O., 2007. What motivates Wikipedians?. Communications of the ACM, 50(11), p. 60-64.
  24. Nov, O., Naaman, M. & Ye, C., 2010. Analysis of participation in an online photo-sharing community: A multidimensional perspective. Journal of the American Society for Information Science and Technology: JASIST, 61(3), p. 555-566.
  25. Oh, O., Agrawal M., M. & Rao , H., 2013. Community Intelligence and social media services: a rumor theoretical analysis of tweets during social crisis. MIS Quarterly, 37(4), pp. 407-426.
  26. PwC, 2014. The Future of Work - A journey to 2022. [Online] Available at: issues/talent/future-of-work/journey-to-2022.html [Retrieved on 9 July 2016].
  27. Ryan, R. M. & Deci, E. L., 2000. Self-Determination Theory and the Facilitation of Intrinsic Motivation, Social Development, and Well-Being. American Psychologist, 55(1), pp. 68-78.
  28. Stroulia, E., 2013. Communities, artifacts, interaction and contribution on the web. The Personal Web. Berlin, Heidelberg: Springer-Verlag.
  29. van der Heijden, H., 2004. User Acceptance of Electronic Commerce: Contributions from the Bled eConference. Bled, Slovenia, s.n.
  30. Wenger, E. C., McDermott, R. & Snyder, W. C., 2002. Cultivating Communities of Practice: A Guide to Managing Knowledge. Cambridge: Harvard Business School Press.

Paper Citation

in Harvard Style

Guerini C. and Alessandra Minelli E. (2016). Knowledge-Oriented Technologies & Network Marketing Direct Selling Organizations (NMDSO) - Some Preliminary Insights into the Nature and the Goals of Shared Knowledge . In - KITA, (IC3K 2016) ISBN , pages 0-0. DOI: 10.5220/0006081303010306

in Bibtex Style

author={Carolina Guerini and Eliana Alessandra Minelli},
title={Knowledge-Oriented Technologies & Network Marketing Direct Selling Organizations (NMDSO) - Some Preliminary Insights into the Nature and the Goals of Shared Knowledge},
booktitle={ - KITA, (IC3K 2016)},

in EndNote Style

JO - - KITA, (IC3K 2016)
TI - Knowledge-Oriented Technologies & Network Marketing Direct Selling Organizations (NMDSO) - Some Preliminary Insights into the Nature and the Goals of Shared Knowledge
SN -
AU - Guerini C.
AU - Alessandra Minelli E.
PY - 2016
SP - 0
EP - 0
DO - 10.5220/0006081303010306