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Businesswomen, Dabblers, Revivalists, Or Conmen? Businesswomen, Dabblers, Revivalists, Or Conmen?

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Businesswomen, Dabblers, Revivalists, Or Conmen? Businesswomen, Dabblers, Revivalists, Or Conmen? E lina OK SANEN -Y LI K OS K Elina Oksanen-Ylikoski I : BUSINESSWOMEN, DABBLERS, REVIVALISTS, OR CONMEN? REVIVALISTS, DABBLERS, : BUSINESSWOMEN, BUSINESSWOMEN, DABBLERS, REVIVALISTS, OR CONMEN? REPresentation OF SELLING AND SALESPEOPLE WITHIN academic, networK MARKETING Practitioner AND MEDIA DISCOURSES A-269 ISSN 1237-556X HELSINKI SCHOOL OF ECONOMICS ISBN 951-791-998-0 2006 ACTA UNIVERSITATIS OECONOMICAE HELSINGIENSIS A-269 Elina Oksanen-Ylikoski BUSINESSWOMEN, DABBLERS, REVIVALISTS, OR CONMEN? REPresentation OF SELLING AND SALESPEOPLE WITHIN academic, network MARKETING Practitioner AND MEDIA DISCOURSES HELSINKI SCHOOL OF ECONOMICS ACTA UNIVERSITATIS OECONOMICAE HELSINGIENSIS A-269 © Elina Oksanen-Ylikoski and Helsinki School of Economics ISSN 1237-556X ISBN 951-791-998-0 ISBN 951-791-999-9 (e-version) Helsinki School of Economics - HSE Print 2006 i ii ACKNOWLEDGEMENTS Throughout this study project, I have been fortunate to belong to communities within which inspiring social and business relationships have easily and fruitfully intermingled. Here I want to express my warmest thanks to those people who have been part of this knowledge-creation process. In the following, I also want to single out some people without whom this study process would not have a happy end. First, I want to thank my supervisor, Professor Kristian Möller for your intellectual and practical encouragement. I appreciate your patience in situations in which I had changed the entire course of this study in terms of the study objectives, research approach, data, epistemological engagements and ontological assumptions. Instead of trying too hard to dissuade me, you almost immediately started to figure out how to best – and fast – proceed in whichever path I had chosen. I took that as a token of trust, and I thank you for that. Also, Professor Liisa Uusitalo has been a great help in commenting on my work at various stages. Thank you for your generous support. I also want to express my gratitude to my external examiners Kent Grayson and Juha Panula. I appreciate your skills in giving harsh criticism in a highly considerate manner. I set a great value on your painfully sharp remarks concerning the draft, and thank you for the insightful examination of this study. I am also grateful to Anssi Peräkylä, whose excellent study ‘Kuoleman monet kasvot’ (1990) inspired me to learn more about the applications of frame analysis, and as a result, to redesign the entire study. During these years, I have been lucky to develop my academic skills with Anne Äyväri and Anu Valtonen. Thanks to your communal activities – e.g. in forming the Baby Group – this study process has become most meaningful and enjoyable also in social terms. Besides Anne and Anu, I have shared delicious dinners, long discussions and debates with other members of the Baby - Group: Eeva-Katri Ahola, Mirjami Lehikoinen and Mirella Lähteenmäki. Your perceptive comments, questions and help have carried me through all imaginable as well as unbelievable obstacles en route. In addition, Johanna Moisander has challenged me to critically evaluate my own taken-for-granted assumptions. I owe you all a lot. Tuire Ylikoski has played an important, multiple role in both my academic and social lives: first as my teacher and supervisor (Master of Science thesis), then as a colleague at the HSE, and finally as my mother-in-law and grandmother of Veeti. My warmest thanks to you for your intelligent feedback and good sense of humour concerning various aspects of our interconnected lives. iv I also wish to thank my other friends and colleagues at the HSE – Annukka Jyrämä, Eiren Tuusjärvi, Mai Anttila, Kirsti Biese, Markus Einiö, Pirjo-Liisa Johansson, Sami Kajalo, Arto Lahti, Arto Rajala, Mika Raulas, Vesa Seppälä, Hilppa Sorjonen, Senja Svahn, Matti Tuominen, Lauri Vainio, Kyösti Ylikortes and the feminist group “Hurjat” – with whom I had a most enjoyable opportunity to work and exchange ideas. The international, informal group of direct selling researchers has provided me with a community of supportive mentors and like-minded colleagues. I am deeply grateful to Stewart Brodie, Thomas Wotruba and Gerald Albaum for your efforts in motivating, guiding and encouraging Ph.D. students in this area. I also thank Rowan Kennedy, Pumela Msweli-Mbanga, Der-Fa Robert Chen and Leonardo Garcia, among others, for sharing a similar interest to learn from the direct selling and network marketing industry. Several people from direct selling and network marketing companies and associations in Finland have offered me their support. I want to express my gratitude to Marita Johansson, Vesa Seppälä, Sakari Virtanen, Jari Perko, Heikki Karhunen, JP Teräs and Christer Holm among others. Also, the members of the direct selling group at the FDMA, the members of the SUVE, the interviewees and respondents of this study as well as numerous other people have generously shared their views and experiences of direct selling and network marketing with me. Considering the findings of this study, I wish to underscore your valuable contribution to the ethical and professional business practices within the Finnish NM industry. I have shared several amusing events with Heli Arantola in academic as well as in business terms during these years. Most importantly, you have been a good friend with whom to share the pleasures and pain at various stages in my life. I sincerely thank you for that. I also want to thank my friends Jaana Laine and Maija Pohjakallio for long discussions, walks and jogging, which have provided me with not only important respite from this research but also with insightful perspectives about everyday life. My parents Marjatta and Antti Oksanen have definitely had their share of this study process. However, you never failed to give me all your support in whichever project I got involved in. I am most grateful to you for the time you have given to my children and me during these years. It is also most desirable, although unlikely, that this study would in some way or other generate some returns to you as a significant financial investment object. Kata, Timo and Veikka, as literally close relatives and neighbours, you have always been there for my family and me. So thank you for being there. And there. And there. v Meliina, Miisa and Veeti, I hug you for the patience and faith you have shown to me through this fuzzy research project. In return, I wish to repay with my time and effort in whichever passionate and captivating future project you decide to engage in. My children have been very fortunate to have many close and loving family members around them, and I want to deeply thank you all for that. Teemu, in you I have a treasured husband and friend, with whom to share love, golf, work, life and everything. Your support and company means everything to me. Thank you for that. I gratefully acknowledge the following sources for financial support of this study: the Foundation for Economic Education, the HSE Foundation and the Marcus Wallenberg Foundation. I also thank FINNMARK, FEDSA and WFDSA for your support, and Valtasana Oy for proofreading the draft. Finally – you were right, Tuoppi. Network marketing could be something for me. Thank you for having thought about that. Espoo, Feb. 14th, 2006 (Valentine’s Day) Elina Oksanen-Ylikoski [email protected] v i ABSTRACT In this study, my purpose is to explore conflicting representations of selling and especially network marketing (NM). My first objective is to identify the fundamental features of sales discourses within academic and practitioner communities. The second objective is to understand in what ways the combination and contestation of these discourses produce ambiguous images of selling and network marketing, for example, in the media. The study approach is based on the social constructionist research tradition. Central to this approach is the interest in how different communities create social realities of selling through discourse practices characteristic to each community. This study focuses on the discourses of selling and salespeople created by 1) academic researchers studying sales management and personal selling, 2) NM practitioners – salespeople and other actors, and 3) the media, which in this study is represented by the Finnish press. The argument of this doctoral dissertation is built on the analyses of three separate textual data sets. The first data set comprises academic journal articles of personal selling and sales management, textbooks of selling, and a survey study report, which is included in the data as an empirical example of a functionalist study approach. The second set of data comprises NM practitioners’ booklets, handbooks and industry descriptions. The third data set comprises 50 press writings of network marketing published in Finnish newspapers and weekly magazines in 1993-2001. In the data analyses, I apply discourse analysis methods and focus on the rhetorical devices – categorization, catchphrases, metaphors, undermining, muting or highlighting – through which the texts construct diverse social facts of selling and network marketing. In addition, I apply frame and intertextual analysis methods in drawing together and comparing the findings from the separate analyses. This study provides new knowledge on how varying representations of selling and salespeople are constructed on the basis of fundamental epistemological and ideological assumptions and beliefs within diverse communities. The study shows that within the dominant academic literature on personal selling and sales management, the conception of selling and salespeople is based on a functionalist research paradigm. From this perspective, selling is a function, which takes place in a hierarchical public sphere. This function is performed by stereotypically masculine salespeople, who are also represented as subordinates and resources of the organization. In contrast, within the NM practitioner community selling is accompanied by social movement and an alternative lifestyle, sales take place in the private sphere and social networks, and salespeople are v ii stereotypically feminine.
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