Careers of Women Managers in the Retail Industry

Abstract

This paper reports on the aspirations, ambitions and careers of women managers in retailing. Questionnaires were distributed to women managers awaiting promotion to senior positions, and interviews were carried out with women store managers and also head office personnel managers. Findings reveal that women are recruited to retail management programmes in equal proportions to men and are reaching deputy management positions. However, few women achieve the position of store manager, the senior operational position in retail, in spite of their expressed ambitions and commitment to the job. Possible factors which emerged from the questionnaire and interview data were: promotional procedures and criteria; persistent perceptions of management as male; networking, political awareness and mentoring.