Purpose – Sustainability is viewed as an encompassing perspective, as endorsed by the international policy context, driven by the UN’s Sustainable Development Goals (SDGs). We aim to examine how women entrepreneurs transform capitals to pursue sustainability, and to generate policy insights for sustainability actions through tourism entrepreneurship.
Design/methodology/approach – Applying qualitative approach, we have generated empirical evidence drawing on 37 qualitative interviews carried out in Turkey, whereby boundaries between traditional patriarchal forces and progressive movements in gender relations are blurred.
Findings – We have generated insights into how women entrepreneurs develop their sustainability practice by transforming their available economic, cultural, social and symbolic capitals in interpreting the macro-field and by developing navigation strategies to pursue sustainability. This transformative process demonstrates how gender roles were performed and negotiated in serving for sustainability pillars.
Research limitations/implications – In this paper, we demonstrate the nature and instrumentality of sustainable tourism entrepreneurship through a gender lens in addressing some of these SDG-driven challenges.
Originality/value – We advance the scholarly and policy debates by bringing gender issues to the forefront, discussing sustainable tourism initiatives from the viewpoint of entrepreneurs and various members of local community and stakeholder in a developing country context where women’s solidarity becomes crucial.

Purpose – Despite more than 50 years of research into gender and work, the impact of women occupying managerial positions persists to be under-represented in mainstream human resource management (HRM) literature. The purpose of this article is to identify and explore the perceptions of women who decided to choose their career path either in IT or HR positions to explore their motivation, career strategies and success factors.
Design/methodology/approach – Twenty semi-structured interviews were conducted with women occupying either IT or HR managerial positions. The study included two datasets: (1) women representing managerial positions in IT and (2) women representing managerial positions in HR.
Findings – Women holding HR managerial positions took action to achieve the intended position in their dream industry since their studies. On the contrary, the choice of the IT industry was one undertaken by candidates with no previous IT experience. Because the IT sector is dominated by men, women in these positions still had to prove their competences.
Research limitations/implications – The research showed that women cannot be ignored in the science, technology, engineering and mathematics (STEM) industry, and they prove a valuable resource for managerial positions in IT or HR departments in many sectors.
Originality/value – The research underpinned a new boundaryless career model for both HR and IT positions.

Purpose: This article’s primary purpose is to present and analyze the current state of board gender diversity and elaborate on the relatively sparse literature in this field in the Czech Republic, a post-transition Eastern European economy. The described study sought to identify and comment on the theoretical views concerning previous research in other, mainly Western European countries, by highlighting new perspectives on board gender diversity.

Design/methodology/approach: The study’s empirical analysis was based on 235 companies domiciled in the Czech Republic with 500 or more employees. We followed a selection protocol consisting of several filters in arriving at our final sample. We initially analyzed the data in relation to (a) the number of employees, (b) organization turnover, and (c) industrial classification. We calculated the mean (μ), standard deviation, (σ), and coefficient of variation (CV) of the data/variances, then tested our hypotheses through χ2, determining the significance through the p-value. Finally, we calculated the board diversity index (DI) for female/male board members.

Findings: Our findings showed that the representation of women on corporate boards of Czech Republic companies is well below the European directive target figure of 40%. There is a greater representation of women on supervisory than on statutory boards. Moreover, the research revealed that female directors are more likely to serve on boards of companies in health care, social, wholesale, retail, and administration sectors compared to the construction, manufacturing, transportation, and storage sectors. Furthermore, company turnover also plays a part in board gender diversity. Finally, we highlighted many reasons why the Czech Republic is a fertile ground for the study of board gender diversity.

Practical implications: We believe this article will be valuable to senior managers in industry and wider regulatory, corporate governance, and ethical environments, fostering diversity and equality on corporate boards. This article forms a sound foundation for future studies on board gender diversity in the Czech Republic and contributes to the ongoing discussion on any adoption of possible future quota.

Originality/value: This research presents a rare insight into the current board gender diversity structure in the Czech Republic, especially because the country is relatively under-researched in the corporate governance and gender diversity literature. Thus, the research adds to the theoretical views concerning earlier research undertaken in other, mainly Western European countries, highlighting new perspectives on board gender diversity.

Purpose: The article aims to examine the impact of women’s decision-making power in families on their gender stereotypes about business executives in the promising but insufficiently explored regions of Central Europe (CE) and Central Asia (CA).

Methodology: The study utilized multiple linear regression and Spearman’s correlation coefficients to analyze survey data (No=6,869) from Central European (Czech Republic, Hungary, Poland, and Slovakia) and Central Asian states (Kazakhstan, Kyrgyzstan, Tajikistan, and Uzbekistan).
Findings: Central Asian women demonstrated stronger gender stereotypes about business executives compared to the Central European sample. Equally shared power in decision-making with a part-ner has a positive impact on weakening women’s gender stereotypes about top managers. Men’s unilateral decision-making correlates with their spouses’ higher gender bias, whereas independent women’s decisions do not reveal a relationship with their gender stereotypes.

Research limitations: The study does not control respondents’ marital and mother’s status and excludes one of the Central Asian states, namely Turkmenistan.

Research implications: Policymakers can use the present findings to forecast how familialist pol-icies reproduce gender stereotypes and inhibit gender equality. The research complements the specificity of the vicious cycle linking gender roles and stereotypes in the context of CE and CA and expands the “family cage” phenomenon.

Originality/value: First massive research on gender stereotypes about business executives embrac-ing the Visegrad Group and four Central Asian states. The study discovers the internal aspect of family impact on women’s views of top managers that has been neglected before.

Purpose: Because of the growing interest in the literature in education and political skill as facilitators of firm performance, this article aims to reveal whether there is a moderating role of women entrepreneurs’ political skill on the relationship between their education level and firm performance when firm- and entrepreneur-level characteristics remain under control.

Methodology: The study was conducted in Istanbul, Kocaeli, and Bursa, cities with the lowest gender gap in Turkey. The participants of the questionnaires were 291 entrepreneurs who are members of the Women Entrepreneurs Association of Turkey (KAGIDER), the Women Entrepreneur Members of Endeavor Turkey, and the TOBB Women Entrepreneurs. Hierarchical regression analysis was performed to analyze the dataset.

Findings: When firm- and the entrepreneur-level characteristics remain under control, women entrepreneurs’ political skill shows a moderator role in the relationship between women entrepreneurs’ education level and firm performance.

Practical Implications: A bachelor’s degree or higher, along with political skill, allow women
entrepreneurs to increase their firm performance. Furthermore, the higher the political skill, the higher the effect of education level on firm performance.

Originality/Value: This is the first study to investigate the moderating role of political skill of women entrepreneurs in the relationship between education level and firm performance. Moreover, political influence and human capital theories are jointly applied to the theoretical model.

Purpose: The aim of the article is to examine the selected determinants of the expected rate of return on human capital.
Methodology: We conducted an anonymous survey of expected salaries among the Accounting and Controlling students at the Cracow University of Economics, which provided a unique setting for the analysis. On the basis of collected data for the cost of living and the cost of professional education for every participant, we used the human capital model developed by Dobija to compute the perceived level of the human capital of each individual. Then, we compared the expected salaries with the perceived levels of human capital and computed expected rates of return on human capital. The following research methods are used: literature review, statistical tests, econometric modeling.
Findings: On the sample of 754 respondents, we found that male students expect a higher rate of return on their human capital than female students, while older students expect a lower rate of return on human capital than younger students.
Research limitations: Only one field of study was used to measure the determinants of the expected rate of return on human capital.
Originality: We contribute to the salary expectations and human capital literature by identifying a significant gender salary expectations gap that holds even after considering individually assessed costs of living and professional education. Our findings are consistent with the well-known observation that women tend to expect lower salaries than men.

Purpose: The main purpose of the paper is to identify the importance of social media in e-WoM (electronic word of mouth) in relation to the two stages of consumer behavior, pre-purchase and post-consumption, in groups of different gender and countries. The article answers three research questions. Whether the frequency of using the most popular social media influences the range of using them in e-WoM among individual users? Which stage of consumer behavior process is more dependent on social media, pre-purchase or post-consumption? Do any differences exist between men and women in the scope under consideration?

Methodology: The analysis bases on literature studies and empirical data collected among 1246 respondents from four countries: China, Poland, the United States of America, and Turkey. Findings: General conclusions show differences between these countries in relation to the use of social media for e-WoM. Moreover, results confirmed the findings of literature analysis wherever consumers used social media at the stage of looking for information and advice about products (pre-purchase). Gender appeared as a significant differentiating factor that influences e-WoM behavior.

Research limitations: The design of the research (samples’ size and sampling method) could place some limits on the capacity of the study to generalize the results to other national contexts. Research implications: The results offer information for marketers who use social media communication to build brands’ loyalty in the international marketplace and individuals who rely on experiences shared through social media.

Originality: The content of the paper is important, timely, original, and focusses on the subject infrequently studied in the literature. The information from the paper applies to numerous groups of stakeholders.

Purpose: The aim of the pilot study was to fnd out whether the perception of candidates for leadership positions differs along with the gender of the candidate in Poland.

Methodology: In order to answer the question, the author has conducted a preliminary experiment on 50 MBA students, which were experienced in recruitment. Two identical CVs were randomly distributed among the participants, with either a male or female version of the CV. Basing on the provided information, respondents were to decide on among others hireability, likeability and offered income to the given candidate.

Findings: The experiment revealed that the female candidate for the CEO position was perceived and evaluated differently than the male candidate. Thus, the experiment indicated that gender inequality may already appear at the phase of recruitment for higher positions.

Originality: The presented study analyzed perceptions of experienced recruiters, which may suggest that such behaviors and patters may be repeated in a non-laboratory environment.

Limitations: A limitation of the pilot study is the low number of participants and therefore further research should be conducted.

Purpose: The aims of the completed studies were: (1) systematization of perceived positive and negative changes in consumers’ self-image due to the usage of service brands and (2) development of multidimensional tool to measure these changes.

Methodology: To accomplish these aims qualitative and quantitative studies were held. In the qualitative study, total number of 318 people aged between 13 and 82 (M = 37,64, SD = 16,69; 47,2% women) were examined by individual interview method, which led to collection of a set of positive (benefi ts) and negative (loses) changes in self-image due to the usage of service brands. This set was later minutely categorized. Based on the results of the
categorization, a questionnaire in form of semantic differential was elaborated.

Findings: An analysis of the study results led to identifi cation of 9 dimensions of perceived changes in self-image due to the use of service brands. Based on the results, a multidimensional questionnaire to measure changes in self-image was developed, which has very good psychometric indices, taking into account reliability of measure and validity of predicting service brands preference.

Practical implications: An innovative, multidimensional tool, useful in practical service brand management was developed. The identified dimensions of perceived changes in consumers’ self-image can make a practical hint of what should be followed in marketing communication.

Originality: The results of the study and the developed scales are breaking a long-time deadlock in the theory and methodology of research into relations between self and the brand.