Recibido: 2016-09-15 / Aceptado: 2016-11-17

El liderazgo femenino en la creatividad publicitaria

Clara Montes, David Roca

DOI: 10.7764/cdi.39.1039

Resumen


Esta investigación se enfoca en las directoras creativas publicitarias en su rol de líderes. Se centra en su presencia en los departamentos creativos y no en las causas de su ausencia. Se entrevista a seis directoras creativas españolas, que han conseguido llegar y mantenerse en ese departamento. Se explica cómo comprenden, perciben y ejecutan su liderazgo, y cómo perciben que las valoran sus empleados. Los resultados muestran que ellas encajan en la definición del líder —vs. manager— que propone la literatura. Su liderazgo puede enmarcarse en el estilo efectivo, creativo, transformacional y democrático que identifica al liderazgo ideal actualmente.

Palabras clave


agencia de publicidad; creatividad; género; liderazgo; mujer

Como citar Montes, C., & Roca, D. (2016). El liderazgo femenino en la creatividad publicitaria. Cuadernos.Info, (39), 113-131. https://doi.org/10.7764/cdi.39.1039

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