INVESTIGATION ON THE FACTORS TO SUSTAINABLE COMPETITIVE ADVANTAGE AMONG MULTI-LEVEL MARKETING (MLM) FIRMS IN MALAYSIA

Abstract

Multi-level marketing (MLM) business and market share are emerging growth throughout the year on year in Malaysia. the researcher intends to find out is to investigate the factors contributing to sustainable competitive advantage for MLM firms in Malaysia. The selected variables in this study are company image, product innovation, leadership, distributor rewards system and distributor training system.

The researcher has in mind to figure out and verifies the factors that could potentially influence the sustainable competitive advantage in Malaysia via distributing the questionnaires to the sample size of 466 respondents to test the hypothesis assumed based on research and literature review.

Based on the findings of this research, it is found that company image, leadership, distribution reward system and distribution training system are significant influence the sustainable competitive advantage in Malaysia.