Multilevel marketing (MLM) is one of the marketing strategy which combines between distribution channel and direct selling to the consumers. One of the most popular MLM companies in Indonesia registered in the Indonesian Direct Sale Association (Assosiasi Penjualaan Langsung Indonesia, APLI) is PT. Orindo Alam Ayu, known as Oriflame, and is focused on beauty products. This article deals with Oriflame\u27s organisational culture by examining the organisational values and norms to achieve the company\u27s vision and mission, and how the norms are practiced. The study indicates that in internalizing the values (togetherness, spirit, and passion) and norms of Oriflame (operational principles, conducting a four-in-one events—Welcome Party, Step-One, Step-Two and Meet-Up Team, and success plan through TRB), from which Oriflame consultants learn how ‘to achieve their dream\u27 (mewujudkan mimpi). In such business, every consultant (upline as well as downline) is a working partner and they workin a complementary system, so that a consultant\u27s success is the success of others in the network. It is argued in this article that Oriflame is ‘an achievement dream business\u27 that is developed on the basis of its values and norms. How much income and in what level of success plan are intended to achieve depend on the consultant itself because Oriflame business is ‘the business of the consultant herself/himself\u27.
展开▼
机译：多层营销（MLM）是一种结合了分销渠道和直接向消费者销售的营销策略。 PT是在印尼直销协会（Assosiasi Penjualaan Langsung Indonesia，APLI）注册的印尼最受欢迎的传销公司之一。 Orindo Alam Ayu，被称为Oriflame，专注于美容产品。本文通过检查组织价值和规范以实现公司的愿景和使命，以及如何实践规范，来探讨Oriflame的组织文化。该研究表明，在内部化Oriflame的价值观（团结，精神和激情）和规范（运营原则）时，进行了四合一的活动-欢迎聚会，第一步，第二步和聚会团队，以及通过TRB获得成功计划），Oriflame顾问从中学习如何“实现他们的梦想”（mewujudkan mimpi）。在这样的业务中，每位顾问（上线和下线）都是工作伙伴，他们在一个互补的系统中工作，因此，顾问的成功就是网络中其他人的成功。本文认为Oriflame是“成就梦想企业”，它是基于其价值观和规范而发展起来的。计划获得多少收入以及成功计划的水平取决于顾问本身，因为Oriflame业务是“顾问本人/自己的业务”。
展开▼
