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Autor
Staniszewska Zuzanna (Akademia Leona Koźmińskiego), Górska Anna (Akademia Leona Koźmińskiego w Warszawie)
Tytuł
Marka osobista CEO: różnice w sposobach kreacji wśród kobiet i mężczyzn
The CEO's Personal Brand: Differences in Creation Between Women and Men
Źródło
Kobieta i Biznes, 2021, nr 1-4, s. 2-15, s. 42-55, tab., bibliogr. 126 poz.
Women & Business
Słowa kluczowe
Marka osobista, Marka, Media, Kobieta w biznesie, Dyskryminacja kobiet
Personal brand, Brand, Media, Women in business, Women's discrimination
Uwagi
streszcz., summ.
Abstrakt
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)

This article is intended as an exploratory study to identify the differences in CEO's personal brand- ing between women and men. We will begin with a discussion of the subject literature and differences in how women and men are perceived in professional and private situations, focusing primarily on the personal brands of male and female leaders and CEOs. Next, we will present the preliminary results of a pilot study and will discuss the results in the context of prior findings. In the last section we will make recommendations for future studies and discuss the limitations.(fragment of text)
Dostępne w
Biblioteka SGH im. Profesora Andrzeja Grodka
Pełny tekst
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Bibliografia
Pokaż
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Cytowane przez
Pokaż
ISSN
1230-9427
Język
pol, eng
URI / DOI
https://doi.org/10.33119/KiB.2021.1-4.1
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