An examination of the factors affecting sustainable business growth in multi-level marketing model

this study aims to examine the key factors influencing sustainable business growth (SİB) in companies that implement the Multi-Level Marketing (MLM) model. The research evaluates the direct and indirect effects of Partner Development Orientation (PGY), Digital Adoption Capability (DBY), Environmental Trends (CT), and Strategic Agility (SC) on SİB. The study employs a quantitative research design, and the data were collected through a survey. The obtained data were analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method. The results indicate that the overall goodness-of-fit values of the structural model are within acceptable limits. Hypothesis testing revealed that PGY, DBY, CT, and SC variables exert both direct and indirect effects on SİB. These findings highlight that digitalization, environmental dynamics, and strategic flexibility play a critical role in ensuring sustainable growth in MLM enterprises. The study is significant as it evaluates the factors affecting growth from a sustainability perspective and provides contributions to sectoral development for companies adopting the MLM model. Keywords: Multi-Level Marketing, Sustainability, Digitalization, Strategic Agility, Leadership, Business Growth