Direct selling worldwide: The Mary Kay Cosmetics story

UNCG Author/Contributor (non-UNCG co-authors, if there are any, appear on document)
Dianne H.B. Welsh, Distinguished Professor of Entrepreneurship (Creator)
The University of North Carolina at Greensboro (UNCG )
Web Site:

Abstract: This case is the story of one entrepreneur, Mary Kay Ash, and how she took her company, Mary Kay Cosmetics, international. Her basic guideposts on the human spirit and her belief in the abilities of women, in particular, have made her company‘s successes worldwide almost revolutionary. The case encompasses the history of the company, the strategy behind their expansion around the globe, and the beliefs, norms, values, and culture that has made Mary Kay, Inc. one of the strongest direct selling companies in history.

Additional Information

International Journal of Family Business, 3(1), 61-68
Language: English
Date: 2006
Mary Kay Ash, Mary Kay Cosmetics, Entrepreneur, Direct selling companies

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