When brands don't know how to approach women, this segment of the population removes products from their value equation because they can't establish a rational, less emotional relationship.
4AM Saatchi & Saatchi White Rabbit together with Prensalibre.com carried out the study "A Guide to Understanding the Consumer", and one of its objectives was to understand how women behave with respect to brands in the Guatemalan market, in a context of economic slowdown.
Only three out of ten people are employed formally, while the labor participation of women is half that of men, among other reasons, because labor legislation has rigidities that inhibit their employment.
From a statement issued by the Salvadoran Foundation for Economic and Social Development (FUSADES):
In this work the dynamics of the Salvadoran labor market are studied in order to identify the factors that make it easier for individuals to reach and remain in "good" jobs and if these factors differ between men and women. The goal is to provide useful information for the design of public policy interventions that take into consideration different aspects for both sexes.
The feeling of owning your company can not be understood "until you finally experience it: an exquisite satisfaction, seasoned with spicy uncertainty, dressed in the joy of vertigo."
A young businesswoman puts on paper her journey of running her own company, with the conviction of one who knows she has found her way in life.
'...I start the day unexpectedly with a tingling in my hands or an unanswered question.
North American entrepreneurs in the footwear sector have emphasized the advantages of the Nicaraguan industry as providers of high heel shoes for ladies.
Surpassing China, Vietnam, Cambodia, Indonesia and Bangladesh and ranking below average in cost of quality leather shoes ($ 3.30 per pair), manufacturing soles ($ 0.43) and the development of a pair women shoes ($ 8.17), Nicaragua has become highly attractive as a destination for industry manufacturers and a candidate for a strong manufacturer and exporter of women's shoes.
Rigid working structures remains an obstacle to be overcome by women, even though new technologies have made working conditions more flexible in the world.
According to Sonia Vanegas, country manager of Manpower, at a global level, for several years many companies have started to promote policies that are friendly to women's performance. "Many women still fail to establish the balance between personal and professional life due to, among other things, rigid schedules that keep them stuck in the office," says Vanegas.
In Panama, banks are still not sufficiently appreciating the market potential that women represent for differentiated products.
The Panamanian banking has not developed real special offers for women, except for a very few limited products.
Some executives admit this and say more research is needed on the potential of women as a separate market.
"Rolando De Leon, Vice President of Finance and Treasury of Metrobank, said that in Panama there are a lot of households where the head of the family is a woman, who is also educated and it would be an interesting sector for which to design products," reported martesfinanciero.com. "I think banks can find an interesting market in women. In addition, 70% of the banking sector workforce is female," said De Leon.
Women must fight machismo both in their social life as in their working environments, where their mother role is stereotyped.
In the competition for growing in leadership roles, women have two tasks: they must struggle against organizations ruled by "machismo", and they must face stereotypes for their role as mothers.
A Deloitte study called "Perspectives for women in directive and managerial positions in Costa Rican companies, in relation to their labor experience", revealed that 53% of women in managerial positions believe that in most companies, the conditions for achieving leadership positions are not the same for both sexes.
Women participation in managerial positions has increased considerably, although there are discrimination barriers left.
A 2008 report by OECD explains that there is still a big gender gap in corporate management positions. However, this gap keeps getting smaller.
Women going up in the corporate ladder can be explained by economic and cultural changes, analyzed by Guadalupe Hernández in her article in Elsalvador.com.
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