Successful Women in Marketing: An Exploratory Ghanaian Study

Abstract

The study of women in management in the Ghanaian business literature is a fairly neglected area. In relation to Ghana however, there is no study that has sought to explore the nuances that characterise the work of women in marketing. This study investigated the characteristics of successful Ghanaian women in the marketing. Criteria for choosing successful women included the completion of at least a decade of marketing practice and the acquisition of substantial marketing knowledge before or during their marketing careers either through formal degree programmes, diplomas or executive education programmes. Key findings included 90% of the successful women surveyed indicating that had control over their own careers, 50% of the respondents agreeing that others had control over their careers, with another 50% disagreeing. 80% of the successful marketing women had mentors but these mentors were not engaged in the marketing profession themselves. 60% of the mentors for these women were men however. Family takes a central role in the lives of successful marketing women in Ghana and this finding contradicted the findings of White et al (1997), who contend that work takes a central role in the lives of successful women. All the respondents believed that their marketing success could be traced to their high need for achievement and this is consistent with Nath (2000) who observed that professional women in India also possessed individual drive for success. This study was exploratory. Recommendations for future research included the replication of the study for the other professional disciplines in Ghana like accountancy and human resources management. Other studies also need to be carried out among female professionals in Ghana; which studies will focus on middle-level and female junior staff; to begin to understand the challenges they might be facing in their quest to climb up the corporate ladder.

Gender & Behaviour Vol.3 2005: 348-360