650 Management
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Das Ziel dieses Artikels ist es, Handlungsoptionen für das Marketing Management im Umgang mit dem Thema Gleichstellung aufzuzeigen. Dazu wird auf Basis einer Literaturanalyse (1998-2018) der Begriff der Gleichstellung im Marketing anhand des Sustainable Development Goals (SDG) 5 eingegrenzt und in einer Matrix nach dem Implementierungsgrad dargestellt. Von Gender Equality Marketing wird gesprochen, wenn das SDG 5 durch das Unternehmen unterstützt wird und diese Unterstützung im Rahmen aller Managementebenen gleichzeitig realisiert wird.
This chapter examines the integration of Sustainable Development Goal 5 (SDG 5) into identity-based brand management by focusing on Dove’s brand management as a case study. The Dove “Real Beauty” campaign highlights the potential for brands to address gender equality and female empowerment by aligning with pro-female and feminist principles. A narrative literature review shows how the components of identity-based brand management have been observed in scholarly discussions. Despite mixed responses and criticisms, Dove initiated important conversations around beauty standards and gender equality. The chapter emphasizes the need for authenticity, sensitivity, and continuous improvement in integrating SDG 5 into brand management while acknowledging the potential risks and limitations of consumerist therapy and false hopes. Future research could therefore explore diverse brands, industries, and cultural contexts, as well as the role of intersectionality in identity-based brand management.
Talent scarcity in emerging economies such as India poses challenges for companies. Limited labour market participation among well-educated women has been observed. The reasons that professionals decide not to pursue a further corporate career remain unclear. By investigating their career decision making, this handout summerizes research results from a study that aims to highlight the contextual factors that impact those decisions.
Following a qualitative research design interviews with internationally experienced Indian business professionals show that rebellion against Indian societal and family expectations is essential to following a career path, especially for women. The current institutional framework of society and organizations serves as a legitimizing façade veiling traditional practices that hinder females’ careers.
This paper introduces ideas to reduce talent scarcity by binding female talent in India. As a theoretical lens Neo-Institutionalism in the Indian context is combined with the family-relatedness of work decision model. The qualitative research design and first results as well as propositions for companies are included.
Performance Management
(2013)
Zweifel an der Wirkung
(2010)