Mary Kay, Inc., sells facial skin care products and cosmetics around the globe. The business model is to provide one-on-one, highly

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Question:

Mary Kay, Inc., sells facial skin care products and cosmetics around the globe. The business model is to provide one-on-one, highly personalized service. More than 500,000 Independent Beauty Consultants (IBCs) sell in 29 markets worldwide. Each IBC runs his or her own business by developing a client base and then providing services and products for sale to those clients. Recently the IBCs were offered support through an e-commerce system with two major components: mymk. com and Mary Kay InTouch. Mymk. com allows IBCs to create instant online sites where customers can shop anytime directly with their personal IBC. Mary Kay InTouch streamlines the ordering process by automatically calculating discounts, detecting promotion eligibility, allowing the IBCs to access up-to-date product catalogues, and providing a faster way to transact business with the company. How would the organizational strategy need to change to respond to Mary Kay’s new business strategy?

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