One of the salient developments in North America’s direct selling industry is the increasing diversity in both distributor and clientele base. It has been frequently noted that direct selling organizations comprised of certain ethnic minorities have been exceptional in terms of stability and growth in contrast to the industry’s reputation for a high turnover rate. Focusing on direct selling organizations led by ethnic entrepreneurs of Chinese immigrants, the current study employs structural ritualization theory and the concept of structural reproduction and considers organizational and leadership practices that are adapted by the immigrant entrepreneurs from their culture and pre-immigration experience. Utilizing participation observation, in-depth interviews, and focus group discussions (along with document analysis), this study re-visits the time-honored issues of immigrant economic adaptation in a contemporary, multicultural context. Implications for future research, industry, and public policy based on our findings are also briefly discussed.

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