EXPLORING THE LEADERSHIP STYLES AMONG THE MULTI-LEVEL MARKETING (MLM) LEADERS IN MALAYSIA
DOI:
https://doi.org/10.35631/IJEMP.934030Keywords:
Business Sustainability, Leadership Styles, Malaysia, Multi-Level Marketing (MLM), Qualitative Case StudyAbstract
The long-term sustainability of Multi-Level Marketing (MLM) industry are strongly depending on proficient and skilfulness of MLM leader’s leadership, in which led to stronger growth network and market expansion. Although MLM industry provide long-term sustainability in market and key contribute Malaysia economy, but this industry still faced some key challenges, such as negative perception among community as money laundering business, no proper structured succession planning and lack of qualitative research. Therefore, this research resolves the issue by exploring the leadership styles adopted by MLM leaders in Malaysia. This study utilizes a single case study approach by using semi-structured interviews and focus group discussion. This research examined 10 key leadership styles as well as determine beyond leadership styles factors that contribute long-term sustainability in MLM industry. The results shows that transformational, coaching and servant leadership styles are the most dominant leadership styles as well as product quality are playing the role for the industry sustain in long-term. This research blending of three key theories to offer a comprehensive model of MLM leadership, which include of Leader-Member Exchange (LMX) Theory, Contingency Theory and Resource Based View (RBV) Theory. The findings also provide practical contributions to MLM practitioners, government regulators, and academic institutions to better understand and professionalize the industry leadership practices.
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