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Gender inequality in employment, pay and leadership positions continue to be a major issue around the world, particularly in many Asian countries such as Japan. To understand the root causes of such inequality better and to synthesize recommendations on what employers can do to integrate, develop, and retain women in the workforce better, we conducted a literature review and interviewed female workers, including managers. We provide new insights by conceptualizing the relationship between women and work from an identity perspective. Our findings from interviews revealed striking differences in the identities, work attitudes and career goals of highly qualified Japanese women. We classified the identities of women into four groups: the Careerist, the Conflicted, the Functionalist and the Caregiver. To better attract, motivate and retain women, employers may provide individualized human resource management practices that meet the demands of the different types of career women.