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The purpose of this paper is to examine Japanese society and present contemporary issues with emphasis on the changes in the role, status and preferences of Japanese women within the Japanese society, through the years. The first part of the paper makes an overview on the evolution of the role of women in Japanese society during Shogunate until now, focusing mainly on increasing Japanese women's status within the enterprise. In the second part of the paper, the author exposes the results of several studies on the effects on the marketing of luxury for Japanese women, highlighting the correlation between increased interest to be as competitive in the workplace and enhancing concern for luxury brands.

. Sociology, 44 (6), 1091-1108. DOI: 10.1177/0038038510381605. Cotton, J. (1988). On the decomposition of wage differentials. The Review of Economics and Statistics, 70 (2), 236-243. DOI: 10.2307/1928307. Elias, P. (1990). Part-time work and part-time workers: keeping women in or out. Keeping Woman In, Policy Studies Institute, London. In: S. McRae (ed.), Keeping Women in: Strategies to Facilitate the Continuing Employment of Women in Higher Occupations (pp. 67-81). London: Policy Studies Institute. England, P., Allison, P.D., Wu, Y. (2007). Does bad pay cause occupations


There is increasing interest in determining the impact that employment of women in management positions may have on corporate social responsibility (CSR) initiatives. Various authors suggest that gender equality practices should be factored into the broader framework of CSR. Public policy could adopt an ethic that strengthens the moral commitment to social involvement of men and women alike, and expresses public responsibility for women’s experiences in both the public and private spheres. Following this logic, the research question for the present article is: What marketing strategy factors can be utilized by women to influence their attainment of senior managerial positions?

This article deals with the qualitative stage of a mixed method study that will answer the research question. The aim of the qualitative research design is to examine attitudes toward motivational factors and the environment that affect the strategic marketing of women to management positions. The research tool is a semi-structured in-depth interview, followed by a content analysis of data from transcripts. The research population includes ten women of different ages presently employed in managerial positions in Israel’s Ministry of Education. Future research directions and managerial implications are derived from this qualitative study.

Childhood and Primary Education Statistics. Available at: EUROSTAT (2017a). Gender Pay Gap statistics. Available at: EUROSTAT (2017b). Full-Time and Part-Time Employment of Women Statistics. Available at: EUROSTAT (2017c). Gender Gap in Part-Time Employment in 2016. Available at: Hašková, H. & Saxonberg, S. & Mudrák, J. (Eds.) (2012). Péče o nejmenší: boření mýtů. Praha: Slon a Sociologický ústav AV ČR. Hašková, H. (2007). Doma, v jeslích