Promoting greater role of women as leaders in the macedonian marketing sector


  • Bundaleska Elena University American College Skopje, School of Business Economics and Management
  • Trajkoska Sara University American College Skopje, School of Business Economics and Management
  • Mileva Ivona University American College Skopje, School of Business Economics and Management



Marketing as an activity that marked the 21st century is a very important part of the business activities of any organization. Traditional and modern marketing are interconnected despite digitalization as a new process. A good marketing leader is the key to success in many large companies. Leadership is a very broad concept and there are different theories and styles of leadership. This paper focuses more specifically on female leadership styles in marketing, as a concept that is becoming more interesting to study and observe. The study provides an evidence that women leaders in the Republic of North Macedonia dominatly use a participative leadership style, which also means that besides the involvment of the employee in the decision-making process, they show respect, care and empathy for others. The study also shows that there is no differences in leadership styles among the genders, which supports the feminist idea of women being equal to men; thus breaking the business and leadership stereotypes in regards to the women being less valuable in the business environment.


Leadership styles, Marketing, North Macedonia, Gender, Women


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Author Biographies

Bundaleska Elena, University American College Skopje, School of Business Economics and Management

Associate Professor Elena Bundaleska is born in Skopje, 1976. Elena holds PhD in economics, from United Nations University for Pease, Belgrade. She holds LLM in banking and finance from Ford- ham University, NYC, New York. Her major field of study is law, more specifically business law and corporate governance.
Sara Trajkoska, is from Prilep. Currently, she is a postgraduate student at University American College Skopje, major marketing. She finished her undergraduate studies also at the University American College Skopje.

Mileva Ivona, University American College Skopje, School of Business Economics and Management

Asst.Prof. Ivona Mileva was born on February 27, 1993 in Shtip, Republic of North Macedonia. She obtained her higher education at University American College Skopje in 2014. She graduated in the field of business administration, majoring in finance (Bachelors in Business Administra- tion: Specialization in Finance) In the academic year 2014-2015, she enrolled in the second cycle studies at International University of Monaco (In- ternational University of Monaco) in the area of luxury management with a focus on luxury goods and services (Master of Science in Luxury Man- agement: Specialization of Luxury Goods and Ser- vices). She finished her studies in 2016 and in the same year, she defended her master thesis, made on the basis of several parameters: carrying out a professional practical work at Hugo Boss, as well as research and analysis of the luxury industry in the Republic of Macedonia. During her educa- tion, she obtained a diploma for participating in the program for leadership, a summit organized at Harvard University, Boston, USA and certificate for completion of Entrepreneurship program at the same university. In the academic year 2016- 2017, the she enrolled in the third cycle studies, in the field of business administration, with a fo- cus on testing the VOX Organizations - an instru- ment for measuring the organizational culture and leadership. She defended her doctoral disser- tation in July 2021.


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How to Cite

Bundaleska , E., Trajkoska , S., & Mileva , I. (2023). Promoting greater role of women as leaders in the macedonian marketing sector. CRJ, 1(2), 71–81.




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