The Empire of Direct Sales and the Making of Thai Entrepreneurs
The Empire of Direct Sales and the Making of Thai Entrepreneurs
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直销帝国与泰国企业家的成长
DOI：
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发表时间：
1999
期刊：
影响因子：
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通讯作者：
A. Wilson
中科院分区：
文献类型：
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作者：
A. Wilson
本文提供了一个民族志调查当代资本主义话语的企业家精神，探索直销行业的扩展到泰国。直销是一种有着百年历史的商品销售方式，在美国发展成为资本主义的一种“替代”形式。自1980年代以来，安利、雅芳和其他公司的直销方式日益全球化，并在泰国取得了一些成功。本文通过对曼谷两个直销商的案例研究，展示了当地意义和社会等级对将企业家修辞翻译成泰语语境的影响。这种民族志探索的生产和接受的话语创业自助提供了一个重要的说明后福特主义资本主义的文化进程。
This article offers an ethnographic investigation of contemporary capitalist discourses about entrepreneurship by exploring the expanse of the direct sales industry into Thailand. Direct selling is a century-old merchandising approach that developed in the United States as an ‘alternative’ form of capitalism. Since the 1980s, the direct sales approach of Amway, Avon, and other firms has become increasingly globalized and has achieved some success in Thailand. This article demonstrates the implication of local meanings and social hierarchies for the translation of entrepreneurial rhetoric into Thai contexts through the case studies of two direct sales distributors in Bangkok. This ethnographic exploration of the production and reception of discourses about entrepreneurial self-help offers a cardinal illustration of the cultural processes of post-Fordist capitalism.