Amway is a large manufacturer of household products that uses the direct approach. The company was diverted in the late 1940s and over the years, still with direct sales to the UK, Europe and Japan. This worldwide success, it expanded further into the Chinese market. However, the company needs to look at its strategy after the Chinese government implemented regulations on direct marketing business model.

Amway is a large manufacturer of household products that uses the direct approach. The company was diverted in the late 1940s and over the years, still with direct sales to the UK, Europe and Japan. This worldwide success, it expanded further into the Chinese market. However, the company needs to look at its strategy after the Chinese government implemented regulations on direct marketing business model.
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from
David Tan,
Justin Tan
Source: Ivey Publishing
10 pages.
Publication Date: Jul 13, 2004. Prod #: 904M35-PDF-ENG
Amway in China (A): A New Business Model HBR case solution