Background:

Even though more women are taking on leadership roles today, gender-based stereotypes continue to shape how they are perceived in professional settings. Women in leadership positions are still frequently judged through the lens of assumptions about their competence, authority, and credibility, and this is especially visible in business-to-business (B2B) interactions. Since trust is one of the most crucial factors in building B2B relationships, particularly in the early stages, these stereotypes can have a significant impact on how women leaders are received by clients and how they navigate the establishment of these professional relationships.

Purpose:

The purpose of this research is to gain an in-depth understanding of how women leaders navigate gender-based stereotypes in external business-to-business client relationships. More precisely, the study investigates how these experiences impact their approach to B2B relationship development in the initial stage.

Method:

The study follows an interpretivist and qualitive research approach. Empirical data were collected through eight semi-structured interviews with women in executive leadership positions operating in B2B contexts across different industries and countries. 

Conclusion:

The findings show that women leaders continue to face gender-based stereotypes when it comes to their competence, authority, and credibility, particularly in male-dominated industries and during early client interactions. To deal with these challenges, the participants relied on a range of strategies, including competence signaling, preparation, relational communication, boundary setting, and strategic non-engagement. This research also shows that building trust in the early stage of a B2B relationship is not just about proving competence, but also about relational behaviors such as showing empath, authenticity, and open communication. Overall, the findings contribute to existing research by bringing together gender stereotype theories with relationship marketing and trust formation literature in a B2B context, two areas that have rarely been studied together.