Driving new narratives: women-leader identities in the automotive industry

Purpose The purpose of this paper is to examine the identity-related work experiences of women in leadership in the US automotive industry. Drawing upon the communication theory of identity's four identity frames, this study analyzes women's narratives to better understand their self-concepts, work relationships and activities within larger corporate automotive contexts. Design/methodology/approach A qualitative methodology consisting of 16 in-depth interviews with women in leadership in automotive organizations was adopted. Interviews examined women's perceptions and identities at work, including their daily behaviors, relationships with others and their perceptions of the larger automotive community. Findings Findings demonstrate that women in leadership in the automotive industry experience contradictory feelings, messages and interactions that impact their identity perceptions and expectations for performance and achievement in their work settings. Practical implications The experiences of women in leadership in US automotive organizations could provide examples of identity-related topics valuable to practitioner fields where women seek relevant, gender-specific, guidance, resources and strategies to advance in their careers. Social implications The findings in this study raise awareness about some of the social issues women in leadership face in automotive corporations, including complex identity-related challenges present in their workplaces. Originality/value This paper is the first of its type to examine the narratives of women's career life in leadership in automotive organizations through a communication theory of identity lens. It extends knowledge about female leaders as they navigate the dissonant worlds of achieving higher positions whilst holding membership in a marginalized group.