Práticas de mulheres líderes na gestão organizacional em cenários de crise e suas contribuições para a reputação e a imagem corporativa

Abstract

This dissertation aimed to understand how the practices of women leaders in organizational management during crises contribute through their perspectives to the preservation of corporate reputation and image. It was based on the understanding that crises, characterized by uncertainty, complexity, and instability, affect not only the operational dimension of organizations but also their credibility, legitimacy, trustworthiness, and the way they are perceived by different stakeholders. A qualitative, exploratory, descriptive, and interpretive study was conducted, structured as a basic qualitative study and grounded in research on crisis management, leadership, female leadership, reputation, and corporate image. Six women holding leadership positions in organizations from different sectors in the Serra Gaúcha and Vale do Caí regions participated in the study. They were selected through purposive sampling based on their experience in managing critical situations. Data were collected through in-depth semi-structured interviews and examined using thematic analysis. The results showed that the distinctive characteristics identified are not inherent or exclusive gender attributes, but rather socially and organizationally constructed competencies developed throughout professional trajectories. These relational, emotional, communicative, strategic, and adaptive competencies were manifested in the ability to anticipate contextual developments, emotional stability, empathetic listening, clear communication, consistency in decision-making, responsible decentralization, adaptability, and innovation. When integrated into managerial practice, these competencies helped reduce ambiguity, align teams, promote psychological safety, strengthen trust, and enhance organizational response capacity. From the participants? perspective, such practices contributed to preserving reputation by sustaining credibility, consistency, legitimacy, and accumulated trust, as well as to protecting corporate image by fostering perceptions of responsibility, balance, competence, and preparedness in the face of crisis. The findings also indicated that learning arising from critical experiences made it possible to review practices, systematize knowledge, and improve team preparedness for future crises. It was concluded that the contribution of female leadership to crisis management and the preservation of these intangible assets stems from the integration of competencies and practices, without attributing a universal or biological character to the distinctive characteristics identified. By articulating the practices of female leaders, crisis management, reputation, and corporate image, the study contributed to theoretical advancement in the field of Innovation and Competitiveness by providing an integrated interpretation of the mechanisms through which these leaders make sense of instability, mobilize people, coordinate responses, and promote organizational learning, while also offering insights for more inclusive, resilient, collaborative, and socially legitimate organizational practices. [resumo fornecido pelo autor]