Promoting greater role of women as leaders in the macedonian marketing sector

Abstract

Marketing as an activity that marked the 21st century is a very important part of the business activities of any organization. Traditional and modern marketing are interconnected despite digitalization as a new process. A good marketing leader is the key to success in many large companies. Leadership is a very broad concept and there are different theories and styles of leadership. This paper focuses more specifically on female leadership styles in marketing, as a concept that is becoming more interesting to study and observe. The study provides an evidence that women leaders in the Republic of North Macedonia dominatly use a participative leadership style, which also means that besides the involvment of the employee in the decision-making process, they show respect, care and empathy for others. The study also shows that there is no differences in leadership styles among the genders, which supports the feminist idea of women being equal to men; thus breaking the business and leadership stereotypes in regards to the women being less valuable in the business environment.