Marka osobista CEO: różnice w sposobach kreacji wśród kobiet i mężczyzn

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Zuzanna Staniszewska
Anna Górska

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
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