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Introduction:

Motivation/Inspiration
• Growing up in Thailand, I witnessed my mother navigate the complex world of
entrepreneurship, breaking barriers and defying gender stereotypes to create her own
successful business. Her journey has inspired me to delve into the experiences of
women like her, leading family businesses in a society where traditional norms and
modern aspirations intersect.
• In Thailand, cultural norms and values profoundly in uence gender roles, both in the
family and the broader business landscape. These traditions provide a unique lens
through which to explore the navigation of gender stereotypes in family business
leadership, underscoring the resilience and adaptability of women leaders in a rapidly
modernizing society.
• Her story raises compelling questions about how gender stereotypes are navigated and
sometimes overturned, paving the way for more inclusive and egalitarian business
practices.
• This personal insight fuels my investigation into how these leaders are shaping more
inclusive and egalitarian organizational cultures.

Importance

• Longitudinal study of Thai family businesses that have seen a transition to or the
inclusion of female leadership over time.: Worakun and Theeravit (2024) conducted a
longitudinal study on ten Thai family businesses, nding that those with sustained female
leadership demonstrated a signi cant shift towards more inclusive practices and gender-
sensitive policies over a decade.”
• In a comparative analysis by Sirikul and Prayoon (2023), Thai family businesses under
female leadership showed a higher implementation rate of exible working hours and
parental leave policies, re ecting a more inclusive organizational culture.”
• Based on data from the Thai Chamber of Commerce, Kanya and Wichai (2023) found
that family businesses with female leaders and inclusive cultures reported a 20% higher
employee engagement rate and a 15% increase in innovation metrics over ve years.”
• "Family businesses constitute a signi cant portion of Thailand's economy, playing a
crucial role in employment and GDP generation. However, traditional gender roles often
in uence leadership dynamics within these businesses, presenting unique challenges
and opportunities for female leaders (Boonsiritomachai and Wongsurawat, 2023).”

Role Congruity Theory

The role congruity theory posits that prejudice results from an incongruity between the
societal roles that individuals are expected to occupy and the roles they actually occupy.
Speci cally regarding gender, the theory suggests that because society often expects
women to be nurturing and communal, when women occupy roles that are perceived as
incongruent with these expectations—such as leadership positions, which are
stereotypically seen as assertive and agentic—they may face prejudice and resistance.

Research Questions
• Family businesses are the backbone of the Thai economy, intertwined with cultural
practices that de ne gender roles within the business and family. Despite the progressive
strides in gender equality globally, Thai women in leadership positions continue to
navigate a complex web of societal expectations and professional challenges. This
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 dynamic interplay between tradition and modernity in Thai family businesses offers a rich
context for examining the transformative potential of female leadership .
• This leads us to the pivotal question: How does the presence of female leadership in
Thai family businesses in uence the development of more inclusive and egalitarian
organizational cultures over time? By addressing this query, we aim not only to
contribute to the academic discourse on gender and leadership but also to provide
actionable insights for businesses striving to foster gender inclusivity and equality

Literature Review:

• Female Leadership in Overall

:Female leadership refers to the practice and impact of women in leadership positions
across various contexts, from corporations and politics to community organizations and
beyond. It encompasses not only the increasing number of women in roles of power but
also the distinctive leadership styles often associated with female leaders. These styles
are frequently described as more collaborative, transformational, and inclusive,
emphasizing empathy, communication, and consensus-building.

For example, research by Rosener (1990) suggests that women are more likely to engage
in transformational leadership, motivating followers by transforming their personal values
and encouraging them to consider the collective interest. This approach contrasts with
more traditional transactional leadership styles, which are more about directing and
managing through rewards and penalties.

Another speci c example is the leadership of Jacinda Ardern, the Prime Minister of New
Zealand, who has been widely recognized for her empathetic leadership style, especially
during crises such as the Christchurch mosque shootings and the COVID-19 pandemic.
Her approach to leadership, focusing on empathy, effective communication, and
decisiveness, has been lauded as exemplifying effective female leadership in a global
context (Wright and Tomlinson, 2020).

• De nition
:Gender stereotypes refer to preconceived notions and expectations about individuals'
roles, behaviors, and attributes based on their gender. These stereotypes can limit the
potential and opportunities of both men and women by promoting a narrow view of gender
roles.

• gender stereotype in global and thai context

Global Context and Example: United States
Globally, gender stereotypes often cast men in roles that are authoritative and decision-
making, while women are viewed as more suited for nurturing and supportive roles. In the
United States, for instance, the stereotype that men are more logical and women more
emotional underpins gender disparities in STEM elds and leadership positions. Research
by Hill, Corbett, and St. Rose (2010) highlights how such stereotypes contribute to the
underrepresentation of women in science and engineering, demonstrating the pervasive
impact of gender biases on career paths and professional development.

:Thai Context and Example: Thailand

In Thailand, gender stereotypes are deeply rooted in cultural and social norms, in uenced
by traditional beliefs and Buddhist teachings. Thai culture traditionally emphasizes the
concept of "kreng jai" (consideration), which, when applied to gender roles, often results in
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 women being expected to be more deferential and nurturing. This can limit women's
participation in leadership roles within businesses and politics. Kitiarsa (2012) explores the
in uence of cultural expectations on gender roles in Thai society, highlighting how these
stereotypes affect women's public and private lives.

• Female leadership in the family business

These roles often blend traditional business management practices with the unique
dynamics of family relationships, creating a distinct leadership landscape.
Transformational Leadership: Women leaders tend to adopt a transformational approach,
emphasizing collaboration, empathy, and effective communication. They often focus on
motivating employees by aligning the company's vision with individual goals (Eagly & Carli,
2003).
Emphasis on Work-Life Balance: Female leaders in family businesses are likely to
prioritize work-life balance, recognizing the importance of family well-being alongside
business success (Dumas, 1998).
Inclusive Decision-Making: Women leaders often employ a more democratic and
participative decision-making style, involving team members in the process to leverage
diverse perspectives (Ibarra, Carter, & Silva, 2010).
Male Contribution to Gender Equality
Sharing Responsibilities: Men can support female leadership by equally sharing business
and domestic responsibilities, challenging traditional gender roles.
Mentoring and Advocacy: Male family members can mentor female relatives, support their
professional development, and advocate for gender equality within the business (Jimenez,
2009).
Promoting Inclusive Cultures: Encouraging a business culture that values diversity and
equality, recognizing the contributions of all genders to the success of the family business.

Conclusion
In conclusion, the experiences of female leaders in Thai family businesses re ect
the challenges and triumphs over leadership and gender stereotypes that are deeply
rooted in societal expectations. The role congruity theory provides a lens through which to
understand the prejudice these women face and their strategic responses to it. By
demonstrating competence, resilience, and strategic innovation, female leaders in
industries ranging from stone milling to hospitality are reshaping the landscape of family
businesses in Thailand.
Their efforts extend beyond individual success; they are pioneering the creation of
inclusive organizational cultures that value diversity, work-life balance, and equitable
opportunities. Men's support through shared responsibilities and advocacy for gender
equality also plays a crucial role in this transformative process. These leaders are not only
navigating their own paths to success amidst gender biases but are also laying a
foundation for future generations to inherit a business world that recognizes and
celebrates leadership without gender constraints.
The work of these women stands as a testament to the power of challenging the
status quo and leveraging leadership positions to advocate for positive change. Their
actions suggest a future where gender stereotypes are dismantled, allowing for leadership
based on ability and vision, irrespective of gender. This shift not only promises greater
gender parity in the realm of family businesses in Thailand but also contributes to a
broader global movement toward inclusivity and equality in leadership.
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