Application of the marketing mix as a career strategy to overcoming the " glass-ceiling" for South African female managers

A research report submitted to the Faculty of Commerce, Law and Management, University of the Witwatersrand, in fulfilment of the requirements for the degree of Master of Management by Research (MMR). Johannesburg, October 2016The plight of the female manager as a result of gender inequality has been thoroughly documented within academic research. A well-known metaphor of this inequality is the “glass-ceiling”, a phenomenon where a female manager’s career is stymied by an invisible barrier. While the barrier takes on the characteristics of glass by being subtle, women can observe positions, but are unable to attain them because of gender discrimination. The research objective was to examine career strategies to overcome the “glass-ceiling” challenges. This empirical project contributes to the literature on gender in management by introducing a novel theory, marketing mix, when understanding the idea of a career strategy. A theoretical contribution has also been made to marketing theory in that it has been expanded by being applied to individuals, which is an unusual sample as the majority of studies on this theory have been largely conducted on organisations. A qualitative research methodology was used. Semi-structured interviews were conducted with 21 female managers participating in a leadership development programme from a State Owned Company (SOC). Key results were consistent that strategies of overcoming the “glass-ceiling” were the importance of having a professional persona, negotiating remuneration, benefits of belonging to informal networks, and the benefits of having a mentor. The researcher found that female mangers apply career strategies in order to succeed; however, these tactics were applied in silos and not holistically. These behaviours then became ineffectiveGR201