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A Conceptual Framework for Understanding the Impression Management Strategies Used by Women in Indian Organizations

This article attempts to understand the impression management strategies used by women in Indian organizations. The extant research on gender differences in impression management, primarily conducted in Western cultures, has been inconclusive. This may be a result of attempting to generalize across cultures and/or the lack of research on moderating variables in the choice of impression management strategies by women. India provides an interesting context with high power distance culture, low social status of women as well as an emerging women’s movement. These factors set the context for the choice of impression management strategies by women in Indian organizations. This article proposes relevant moderators that could contribute towards a better understanding of the impression management strategies of women in Indian organizations. The nature of the job role and the attitude towards gender stereotypes provide a conceptual framework to understand the impression management strategies of women in Indian organizations. The proposed framework is explained and relevant propositions are suggested. The opportunities for future research are also indicated.