FEMININITY IN MANAGEMENT: SENSITIVITY AND SENSUALITY IN THE PERCEPTION OF FEMALE MANAGERS OF A FINANCIAL INSTITUTION

Abstract

Generally, organizations are managed by assumptions that reinforce masculinity. In this environment, productivity, performance, profitability, compliance, competence and competitiveness are representations of success and expected professional behaviors. On the other hand, femininity has features such as the ability to understand others and solve problems without creating conflicts, emotionality, flexibility, humanizing relations, the hability to captivate others, and a combining of personal and professional that can affect an organization in a positive or negative way (CARRIERI et al.; 2013). The aim of this study was to analyze the perceptions of women managers working at a financial institution concerning femininity, focusing on two aspects: sensitivity and sensuality. It used a qualitative approach, in an exploratory study with the participation of eleven women managers, who were sent an electronic questionnaire, and interviewed. The results indicate that the women perceive attributes of sensitivity and sensuality in the organizational environment to be more positive than negative. They point out, however, that the negative aspects could be detrimental to their careers. We note that although women occupy most of the managerial positions in the organization studied, they only have middle management positions.