Emerging Profiles of Female Marketing Managers in the Islamic Republic of Iran: Winning and Losing Competitive Laps in a Relay Race against Male Counterparts

Abstract

In Western economies the theories and paradigms of marketing management are developed on the basis ofprevailing resources and environments with little, if any, consideration of the personal characteristics of theimplementers. In many non-Western cultures, however, personalities of the implementers affect the design andexecution of marketing strategies and tactics. This paper views the emerging roles of theyoung and inspiringfemale executives in shaping the marketing practices of the state-owned and private enterprises in the IslamicRepublic of Iran. It examines the deep-rooted constraints that the female marketing managers have beensubjected to at various stages of their employment process, including preparation, employment access, retention,and promotion to the position of marketing executives in organizations which have been traditionally governedby men. As the women have recently succeeded in occupying more university seats than their counterparts, arace has begun to capture key positions in the marketing organizations and break the glass ceiling in competitionwith their male counterparts. Using the metaphor of a relay race, the author has studied the performance of theIranian women at each lap under the prevailing constraints and opportunities. A longitudinal study of Iranianwomen entering Tehran University during the period of 1999-2012, encompassing admission data, scientificpreparation, job application, organizational culture, and external communications has been made in a series offield research. A model is developed to portray success and failure of the women at each lap (stage) of theirmarketing management functions.