<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2683-2690</journal-id>
<journal-title><![CDATA[The Anáhuac journal]]></journal-title>
<abbrev-journal-title><![CDATA[The Anáhuac j.]]></abbrev-journal-title>
<issn>2683-2690</issn>
<publisher>
<publisher-name><![CDATA[Universidad Anáhuac del Sur S.C., Facultad de Economía y Negocios]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2683-26902018000200013</article-id>
<article-id pub-id-type="doi">10.36105/theanahuacjour.2018v18n2.01</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Transformación digital de los negocios de network marketing, multinivel y ventas directas. El impacto de nuevas herramientas y plataformas digitales]]></article-title>
<article-title xml:lang="en"><![CDATA[Digital transformation of network marketing, multilevel and direct sales businesses. The impact of new tools and digital platforms]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Cacho-Elizondo]]></surname>
<given-names><![CDATA[Silvia]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Lázaro Álvarez]]></surname>
<given-names><![CDATA[José-Domingo]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,IPADE Business School  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Centro de Perfeccionamiento Directivo  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2018</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2018</year>
</pub-date>
<volume>18</volume>
<numero>2</numero>
<fpage>13</fpage>
<lpage>41</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2683-26902018000200013&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2683-26902018000200013&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2683-26902018000200013&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Este artículo explora el impacto de la introducción de nuevas herramientas digitales como redes sociales, mensajería instantánea, plataformas de videos, webinars, dashboards o asistentes inteligentes en la industria del network marketing, multinivel y ventas directas, estudiando los efectos de su implementación en la configuración y ejecución de estrategias de capacitación, planes integrales de comunicación, planeación y medición en tiempo real, comercio digital y móvil y posicionamiento mercadológico aspiracional, que constituyen las principales actividades para el éxito de su modelo de negocio. Se propone un marco conceptual desde el cual se analizarán la viabilidad, el alcance y las repercusiones de la utilización de estas tecnologías, valorando su potencial para fortalecer y armonizar las relaciones multilaterales entre corporativos y distribuidores. Esta investigación desea estimular la reflexión sobre la profunda transformación tecnológica que está experimentando esta industria, evaluando sus implicaciones y justificando la conveniencia de un plan estratégico de migración digital.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract This article explores the impact caused by the introduction of new digital tools in the industry of network marketing, multilevel and direct sales, studying its effects in several business dynamics such as training strategies, plans of integrated communication, real time planning and measurement, digital and mobile commerce and aspirational marketing positioning, that constitute the main activities for the success of its business model. We propose a conceptual framework for the commercial repercussions of the implementation of massive access technologies, assessing their potential to strengthen and harmonize the multilateral relations between corporate and distributors This research project aims to stimulate reflection on the profound digital transformation that network marketing, multilevel and direct sales companies are experiencing, developing an strategic plan for digital migration.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[network marketing]]></kwd>
<kwd lng="es"><![CDATA[multinivel]]></kwd>
<kwd lng="es"><![CDATA[ventas directas]]></kwd>
<kwd lng="es"><![CDATA[transformación digital]]></kwd>
<kwd lng="es"><![CDATA[M15]]></kwd>
<kwd lng="es"><![CDATA[M31]]></kwd>
<kwd lng="es"><![CDATA[O33]]></kwd>
<kwd lng="es"><![CDATA[Y10]]></kwd>
<kwd lng="en"><![CDATA[network marketing]]></kwd>
<kwd lng="en"><![CDATA[multilevel]]></kwd>
<kwd lng="en"><![CDATA[direct sales]]></kwd>
<kwd lng="en"><![CDATA[digital transformation]]></kwd>
<kwd lng="en"><![CDATA[M15]]></kwd>
<kwd lng="en"><![CDATA[M31]]></kwd>
<kwd lng="en"><![CDATA[O33]]></kwd>
<kwd lng="en"><![CDATA[Y10]]></kwd>
</kwd-group>
</article-meta>
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