Women artisans from Amealco de Bonfil, Querétaro. Business success from social feminism theory Mujeres artesanas de Amealco de Bonfil, Querétaro. Éxito empresarial desde la teoría del feminismo social

Abstract

Objective. To conduct an analysis from social feminism theory on three artisan groups composed of and led by women from the State of Querétaro (Mexico), which are considered successful in addition to preserving their artisan identity and responding to market demands. Methodology. The research adopts a qualitative approach, a phenomenological design, and a descriptive scope. Three artisan groups with the defined profile were selected and assessed through semi-structured interviews. Results. Evidence suggests goals are weighed differently by the aforementioned groups in comparison with other types of organizations as their feminine qualities and roles stand out in their respective tasks. Conclusions. These groups’ self-conception and success are confirmed in line with social feminism theory. This reflects the balance between economic goals and the quality of life of
its members, without overlooking social impact in the community and product value, which are combined with the competitive market demand.