Marka osobista CEO: różnice w sposobach kreacji wśród kobiet i mężczyzn
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Opublikowane:
lip 19, 2022
Słowa kluczowe:
Marka osobista, Kreacja marki osobistej, Marka osobista CEO
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Abstrakt
Mężczyźni i kobiety są postrzegani różnie, a co za tym idzie, ich marki osobiste mogą być kreowane i prezentowane w inny sposób. Pytanie, czy występują różnice w procesie kreowania marki osobistej przez liderów i liderki, pozostaje bez odpowiedzi [Górska 2021]. Odwołując się do zaobserwowanej luki badawczej, autorki podejmują próbę odpowiedzi na następujące pytania badawcze: Jakie różnice występują w procesie kształtowania marek osobistych przez kobiety i mężczyzn na stanowiskach CEO? W jaki sposób kobiety i mężczyźni na stanowiskach CEO budują
markę osobistą z wykorzystaniem mediów? Niniejszy artykuł ma charakter eksploracyjny, a jego celem jest identyfikacja różnic w sposobach
kształtowania marki osobistej CEO przez kobiety i mężczyzn. Rozpoczniemy od omówienia literatury przedmiotu oraz różnic w postrzeganiu kobiet
oraz mężczyzn w sytuacjach zawodowych i prywatnych, koncentrując się przede wszystkim na marce osobistej liderów, liderek i prezesów oraz prezesek. Następnie przedstawimy wstępne wyniki badania pilotażowego, a wnioski omówimy w kontekście wcześniejszych ustaleń. W ostatniej części zaprezentujemy zalecenia dotyczące przyszłych badań i omówimy ograniczenia. (fragment tekstu)
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Jak cytować
Staniszewska, Z. ., & Górska, . A. (2022). Marka osobista CEO: różnice w sposobach kreacji wśród kobiet i mężczyzn. Kobieta I Biznes, (1-4), 2–15, 42. https://doi.org/10.33119/KiB.2021.1-4.1
Dział
Artykuły
Autor (Autorzy) artykułu oświadcza, że przesłane opracowanie nie narusza praw autorskich osób trzecich. Wyraża zgodę na poddanie artykułu procedurze recenzji oraz dokonanie zmian redakcyjnych. Przenosi nieodpłatnie na Oficynę Wydawniczą SGH autorskie prawa majątkowe do utworu na polach eksploatacji wymienionych w art. 50 Ustawy z dnia 4 lutego 1994 r. o prawie autorskim i prawach pokrewnych – pod warunkiem, że praca została zaakceptowana do publikacji i opublikowana.
Oficyna Wydawnicza SGH posiada autorskie prawa majątkowe do wszystkich treści czasopisma. Zamieszczenie tekstu artykuły w repozytorium, na stronie domowej autora lub na innej stronie jest dozwolone o ile nie wiąże się z pozyskiwaniem korzyści majątkowych, a tekst wyposażony będzie w informacje źródłowe (w tym również tytuł, rok, numer i adres internetowy czasopisma).
Osoby zainteresowane komercyjnym wykorzystaniem zawartości czasopisma proszone są o kontakt z Redakcją.
Autor zgadza się na dalsze udostępnianie pracy wg wymagań licencji CC-BY-NC
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