Sprzedaż bezpośrednia jako forma handlu detalicznego – perspektywy jej rozwoju w Polsce
Direct Selling as a Form of Retailing – the Prospects for Development in Poland

Summary/Abstract: The aim of the paper is to present the specifics of direct selling as a form of retailing, the basic factors of its competitiveness, its image in Poland and the factors for its successful development in the future. The basic assumptions and thesis of transaction cost theory and the theory of building sustainable competitive advantage in retailing as well as the results of empirical research in Poland (for the companies belonging to PSSB) have been used. Conclusions about the conditions and prospects for developing direct selling in Poland are formulated in the final section.

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