129 «An SDA Bocconi research (2011-2013) allowed me to clarify how – Guerini continues – in order to control the large networks of agents, many companies used spectacularization (in which the celebration of successful people belonging to the network represents an essential part) and ritual behaviors that seem to resemble those of sects. However, perhaps, those companies do not have other means available to keep together a network that, in fact, is made up of legally autonomous entities». Professor Guerini argues: «The issue of involving friends and relatives is different. Network Marketing and direct selling rely on personal selling. The model assumes that customers "in love" with a product can also become distributors, and in Network Marketing those involving other satisfied customers for the distribution will also be remunerated on indirect sales, generated by sponsored sellers. As you can see, there is nothing reproachable or overly devious about this mechanism. However, things change if the intention of the networker becomes that of exploitation of existing personal relationships for commercial purposes. It becomes unacceptable, from an ethical point of view, when the networker defines ‘friendships’ mere relationships of interpersonal collaboration within a downline (the most restricted part of his collaborators). In this way, unexpectedly and inappropriately, an attempt is made to confuse two distinct levels». Nutritional supplements, technological tools, products for hygiene and body care, or energy supplements, regarding services. These are the areas where one must know how to distinguish wolves. One must know how to look for the right features, in order to understand who really operates in these fields respecting work and people, even before legality. Right features like the free sharing of the most appropriate tools to distribute the product. If the whole system grows, everyone's profit can increase, and for this to happen, everyone must be in a position to be able to operate at best. And to get rid of the costumes of wolves, cats or foxes crowding the forest of the Net. Or of the Network.
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