The ‘Feminization’ of Management? Issues of ‘Sameness’ and ‘Difference’ in the Roles and Experiences of Female and Male Retail Managers

Explanations of women’s poor representation in senior management usually emphasize differences between women and men managers’ experiences, circumstances and aspirations, and the gendered character of organizational structures and processes. Whilst these may all disadvantage women, some writers have suggested recently that women managers may differ in style and orientation in ways particularly appropriate for today’s developing organizations. This paper explores issues of ‘sameness’ and ‘difference’ between women and men managers in retailing. Whilst both male and female store managers wanted to downplay gender differences and adopt a ‘gender neutral’ approach, they also associated a number of advantages and disadvantages with being a woman manager in certain contexts. Rapid sectoral change had caused companies to reassess the desired attributes and competences of managers; associated both with an enhanced valuing of ‘feminine’ qualities and with a more ‘objective’ and ‘clinical’ approach to assessment. Despite their equal numbers at entry points women remained poorly represented at senior levels, suggesting that subjective and informal processes were important determinants of women and men’s progress. Given management is inherently a process enacted by individual managers within a social context the extent to which it can be conceived in gender neutral terms is questioned since individuals are inevitably discussed and identified in terms of their gender.