| Description |
1 online resource (23 pages) : illustrations |
| Series |
Human resource management online (text) |
| Summary |
Mary Kay is one of the best-known direct sellers of women's cosmetics in the world. Its channel strategy is to use Independent Beauty Consultants, who are independent distributors, to sell directly to consumers. Its compensation plan is mult-level, providing commissions to distributors on their own sales as well as the sales of the distributors they recruit. At the time of the case, the company is grappling with a well-established change in consumer behavior - the decline of the stay-at-home mom as she returns to the workforce - combined with the opportunities offered by Internet selling. The case focuses on the company's efforts to move with consumer demand and behavior, while remaining true to its core goal of "Improving Women's Lives." It discusses ways Internet technology can be used throughout the company's channel and supply chain structure, not just as a route to market |
| Notes |
Title from resource description page (viewed Aug. 7, 2014) |
|
HBS number: KEL034 |
|
Case number: 5-104-009 |
| Bibliography |
Includes bibliographical references |
| Notes |
This edition in English |
| Subject |
Mary Kay Cosmetics -- Case studies
|
| SUBJECT |
Mary Kay Cosmetics. fast (OCoLC)fst00557123 |
| Subject |
Electronic commerce -- Case studies
|
|
Electronic commerce.
|
| Genre/Form |
Case studies.
|
| Form |
Electronic book
|
| Author |
Kellogg School of Management.
|
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