Networking, net-worthy: the perceptions of businessmen and women

Numerous studies suggest that societal cultures comprise, among others, the element of masculinity and femininity. Feminine cultures are typified as being more nurturing, modest and concerned with quality-of-life issues, whereas masculine cultures seem to be more interested in equity, competitiveness and being assertive with more distinct social gender roles. Male-dominated cultures typically have more male representation in high-power roles and this carries over into expectations of appropriate behaviour in relationship building. Women's networking tactics seem to differ from those of men and it is believed that this is because their previous perceptions suggestions are sceptical. However, it is not clear whether this is a valid conclusion or whether women are only trying to make their mark? Generally, women are perceived as being in touch with their feelings and emotions and as being sensitive to externalities, whereas men are typically seen as thinkers who have absolute rules. These observations should however, not be generalised without qualification, since every person’s individuality should be taken into consideration. Men traditionally kept women from entering and succeeding in traditional male-dominant positions by excluding them from informal networks, not offering mentorship and not giving them referrals. This explorative research consists of an inter-gender comparison between male and female business owners and managers to determine whether there are differences in their networking behaviour. Data was gathered by making use of a sequential mixed AGSE 2010 619 method approach with qualitative research methods in the form of separate focus group discussions with men (n=35) and women (n=41), which served to develop a representative framework of their perspectives on networking. This was followed by means of a quantitative, structured questionnaire. The underlying objectives of this research were to investigate the perceptions of male and female, as Gauteng business owners and managers, on current networking practices. A summary of the most common differences and similarities regarding the perceptions of men and women on networking practices were then compiled.