Asma Ouazzani: del entorno familiar a la dirección comercial de una multinacional, una mujer en un mundo de hombres

Abstract

This paper illustrates the case of Ms. Asma Ouazzani as Commercial Director of the Zitron Group, a world leader in ventilation systems for mines and underground infrastructures, naval and skydiving. This is a highly male-dominated industry in which Zitron made a disruptive move by bypassing the gender guidelines followed in the sector for the recruitment of professionals. Asma's management style combines masculine/competitive and feminine/relational traits in order to lead an almost all-male team and negotiate with clients where women are the exception.