This research employed an ethnographic qualitative methodology and a transdisciplinary approach to investigate the status and role of direct-selling businesses in Thailand and Cambodia. Additionally, it proposed strategies for
sustainable growth of direct-selling businesses in Cambodia, drawing insights from a case study of Aiyara Planet Company Limited. The methodology encompassed gathering documentary data, conducting in-depth interviews, group interviews, and focus group discussions with key informants identified through purposive sampling, alongside participatory observation.
