Liderazgo con enfoque de género, habilidades directivas e imagen empresarial en mypes del municipio de José María Morelos

Alba Rosaura Manzanero Gutiérrez; Sonia Esther Alejo Herrera; Laura del Carmen Garrido López; Alan Alberto Castellanos Osorio

doi:10.61117/ipsumtec.v9i1.463

Authors

Alba Rosaura Manzanero Gutiérrez National Technological Institute of Mexico https://orcid.org/0000-0001-8194-4529
Sonia Esther Alejo Herrera National Technological Institute of Mexico https://orcid.org/0000-0002-3950-8018
Laura del Carmen Garrido López National Technological Institute of Mexico
Alan Alberto Castellanos Osorio National Technological Institute of Mexico https://orcid.org/0000-0002-2672-9110

DOI:

https://doi.org/10.61117/ipsumtec.v9i1.463

Keywords:

Gender, skills, image, leadership, sustainability

Abstract

The results propose a systemic model of strategic management with a gender perspective to strengthen sustainability, reputation, and innovation in micro and small enterprises (MSEs) in the Municipality of José María Morelos, Quintana Roo. Through semi-structured interviews with a mixed, cross-sectional descriptive approach, gaps were identified in leadership, managerial skills, and corporate image. The results reveal a traditional business structure, low digital connectivity, and limited organizational culture. The findings reinforce the need to strengthen the role of women in the strategic management of MSEs as a driver of local development.

The model articulates five strategic axes that allow for gradual implementation in rural contexts, aligning with the 2030 Agenda and the State Development Plan. The analyses indicated a high level of female leadership, particularly in empowerment, gender equity, and strategic vision, among others. Likewise, women entrepreneurs show greater willingness to change but face structural barriers.

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Author Biographies

Alba Rosaura Manzanero Gutiérrez, National Technological Institute of Mexico

Alba Rosaura Manzanero Gutiérrez holds a Bachelor’s degree in Accounting, a Master’s degree in Finance, and a Ph.D. in Business Administration and Development. Since 2000, she has been a professor at the National Technological Institute of Mexico (Tecnológico Nacional de México), Chetumal campus, where she teaches courses in the field of economic and administrative sciences and in the Master’s program in Social and Solidarity Economy, which is recognized by PRODEP and the State System of Researchers. She is a member of the Academic Body of Taxation and Finance, with research interests in public management and the social sciences.

Sonia Esther Alejo Herrera , National Technological Institute of Mexico

Sonia Esther Alejo Herrera holds a Master’s degree in Science and a Ph.D. in Administration and Professional Development, with 26 years of teaching experience at the National Technological Institute of Mexico/IT Chetumal. She possesses a desirable professional profile, has supervised numerous theses, and actively contributes to the CAFyF. She teaches in the Bachelor’s programs in Economics and Administration and in the Master’s program in Social and Solidarity Economy. She actively participates as a project evaluator for COQCYT.

Laura del Carmen Garrido López , National Technological Institute of Mexico

Laura del Carmen Garrido López holds a Bachelor’s degree in Communication Sciences and a Master’s degree in Business Planning and Regional Development. She is a professor at the National Technological Institute of Mexico, Chetumal campus, with more than 26 years of teaching experience in various degree programs.

She has published articles in indexed journals and book chapters. She is a member of the Thematic Network for Multidisciplinary Tourism Studies (REMTUR), funded by CONAHCYT. Since 2023, she has met the desired profile criteria.

Alan Alberto Castellanos Osorio , National Technological Institute of Mexico

Alan A. Castellanos Osorio is a professor at the National Technological Institute of Mexico / IT in Chetumal. He holds a Ph.D. in Business Administration and Development, is a Ph.D. candidate in Tax Sciences, and has a Master’s degree in Taxation. With 32 years of experience teaching at the higher education level and a desirable profile, he is SNII Level I certified; he has served as advisor for numerous theses, led the CAFyF and various projects at TecNM, organized institutional academic events, authored numerous national and international publications, and served as an advisor for state-level award-winning projects.

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