September 4, 2018
Direct Selling Industry Turns to College for Study
The College has announced that Dr. Ying Liao, an associate professor in the College’s Department of Marketing and Supply Chain Management, will collaborate with Dr. Yulong Li of Simmons University to conduct a first-of-its-kind study that will empirically examine engagement in the direct selling industry.
Dr. Ying Liao
The study’s contributions are expected to show:
- How independent sales representative (ISR) engagement affects a variety of organizational performance outcomes.
- A better understanding of the workplace behaviors of the millennials, so that executives can be more prepared to motivate and manage this increasingly larger segment of the labor force.
“The College of Business faculty continue to conduct rigorous research to provide industry partners with relevant, valuable and implementable solutions that address their current and future challenges,” said Dr. Judy Siguaw, COB’s associate dean for research and faculty development.
Raw data will be provided by Selling Education Foundation and the Direct Selling Association, both of whom are funding the study.
The study is expected to be completed by August 2019.