Reading between the lines: unveiling masculinity in feminine management practices

Abstract

The authors draw on an article by Fondas published in 1997 to expose a masculine ethos underlying “feminine” management practices, diffused through management texts. This is based on the findings that: management theories are of a masculine nature; companies seldom implement “feminine” practices; and those that do use those practices to maintain their underlying masculinity. This challenges academics and practitioners to recognize that management theory is gendered and that changes towards feminine organizations are superficial, at best.

Citation

Vieira da Cunha, J. and Pina e Cunha, M. (2002), "Reading between the lines: unveiling masculinity in feminine management practices", Women in Management Review, Vol. 17 No. 1, pp. 5-11. https://doi.org/10.1108/09649420210416796