Impact of personal influence on the success of entrepreneurial women: A case study

by Burns, Nancy Crain, Ph.D., CAPELLA UNIVERSITY, 2007, 105 pages; 3277654


The purpose of this case study was to investigate whether influence style as related to communication and leadership had an impact on the success of entrepreneurial women in pursuit of business results. A survey was conducted, requesting women from Mary Kay Cosmetics to complete a questionnaire regarding their personal influence profiles and relating these profiles to demographics and performance information obtained from the consultants. The research question focused on whether the specific influence style of rational persuasion impacted the entrepreneurs' achievement of success differently at various organizational levels. The question was applied to measurement variables of position, sales volume and number of skin care classes taught. Results showed that 61% of all consultants applied rational persuasion as a form of influence. Similar results for this influence profile and other "soft" influence profiles of inspirational appeal, ingratiation and consultation appear to be reflective of the organization as a whole. There was no significant difference of its application at different organizational levels. This was also the case in application of the comparison to sales results and classes taught.

AdviserKeith B. Grant
Source TypeDissertation
SubjectsWomen's studies; Management
Publication Number3277654

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