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FEMALE LEADERSHIP IN THE TEQUILA INDUSTRY IN MEXICO
The tequila industry has a high significance in the Jalisco economy, due to its region of origin since the 17th century and in the activities of production, packaging, verification, tourism and commercial representation offices that are concentrated in the state of Jalisco. In Mexico, tequila is the drink that has a distinctive seal worldwide. According to data from the National Tequila Regulatory Council, in 2022 only 11 of the 174 registered distilleries were run by women . It is a dynamic industry that, until recently, was identified as extremely masculine, associated with the image of men on horseback . Today , directly or indirectly, the industry engages some 300,000 people . The objective was to analyze the production companies that are run by women, in order to promote and publicize some aspects of their business. A documentary research was carried out with a qualitative-descriptive approach, secondary sources were consulted . conclusions. The owners of the tequila factories in Jalisco are distinguished by a new vision about how to achieve more equity in this area, a change that began a few years ago. They lead with a vision that seeks a transformation in the sector and in family businesses.
Vydanie: 2023/1 Strany: 49-56 Klasifikácia JEL: M1, M10
DOI: https://doi.org/10.52665/ser20230106
Kľúčové slová: Companies, female leadership, brands, tequila
Sekcia:
Kontakty:
Dr. María del Carmen Navarrete Torres,
Juárez Autonomous University of Tabasco.
Av. Universidad s/n,
Magisterial,
86025 Villahermosa,
Tab. Mexico.
Cell 9933112183
mallynav@yahoo.com.mx
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