Balancing gender inequality in C-suite positions in Mexico : Women’s empowerment and success through personal branding

This research paper explores the factors that empower women in C-suite positions and the relationship between personal brand and successful performance in managerial positions. The study was conducted in two stages. First, a qualitative approach consisting of 15 in-depth interviews with women in C-suite positions was employed to identify preliminary challenges and feelings relating to personal brand. The second stage was based on insights from a qualitative study of data obtained from an online questionnaire administered to 111 women in C-suite positions. Structural equation modelling was used to analyse the data through three key variables: feeling attractive, education level and affluence. The results indicated the validity of the conceptual model. Aspects of having a high level of education, feeling attractive and having economic independence were associated with significant empowerment for women. To date, there have been very few studies into the empowerment of women in managerial positions in emerging markets and the importance of them feeling successful in their professional development. The present study underscores the importance of personal branding for women in C-suite positions with respect to physical care, intellectual preparation and the satisfaction of being economically independent. Even though there are large differences in the gender salary gap, women in C-suite positions have been able to feel successful and competent when they feel satisfied with their personal brand.