An overview of knowledge elicitation, representation and prioritisation of key performance indicators (CSFs) necessary for success in direct selling in a dynamic market on a woman‐to‐woman basis is presented. The CSFs were elicited using the Repertory Grid (RepGrid) method. The RepGrid method allows for construct elicitation and the exploration of constructing indices, such as, frame differentiation, frame complexity, frame integration and construct centrality. The CSF constructs are then prioritised using the Analytic Hierarchic Process. The proposed two‐stage methodology offers the benefit of eliciting individual mental constructs about critical knowledge, the representation of those constructs in a meaningful form, and the representation of repositories of knowledge of multiple entities across and within organisations.
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