El perfil directivo femenino y su relación con la orientación al mercado y el desempeño organizacional

Abstract

The objective of this study is to measure the relationship between the female profile, a construct formed by human capital and social capital, market orientation (customer orientation, competition orientation, and cross-functional coordination), and organizational performance measured (economic, social, and environmental). A sample of 190 female hotel managers from two Bolivian heritage cities (Sucre and Potosí) was investigated. This study is cross-sectional in nature and the scale used was Likert. Structural equation modeling with partial least squares was applied to determine the relationship between variables. The results show a significant relationship between the female managerial profile with market orientation and organizational performance. It is concluded that local governments must promote the hotel sector due to its economic potential in the cities included in this study. In addition, governments must generate friendly environments that contribute to improving the performance of female managers.