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How would you explain why you bought your car, enrolled in your university of choice or purchased that monthly coffee subscription? It is only through marketing that consumers become aware of a brand's existence, sourcing methods, production process, end-product materials and its effects on the environment. This study analyses the factors marketers consider while conducting their activities and the ethical duties they have with the aim to ascertain the claim that marketing aims to influence consumers in a certain direction. Proving the truth of this claim will help marketers adjust their practices and ethical conduct to help achieve sustainability as a Global Sustainable Development Goal, in addition to helping their target market make well-informed purchasing decisions.

The purpose of this paper is to explore management decisions during the ongoing financial crisis from a gender perspective.

An empirical analysis was conducted using a sample of 132 personal surveys involving managers of independent small travel agencies. Findings were extracted using a logistic regression analysis.

This paper finds some significant gender differences in strategic management decisions in crisis times and in strategic choices. Nevertheless, no differences were found in organizational performance.

The research covers travel agencies in Madrid, Spain. Thus, findings might be restricted to this specific sector or geographic area.

The findings provide useful empirical evidence for leadership development and strategic management that will enhance leadership effectiveness from a gender viewpoint and facilitate advances in women business management theory.

This paper compares strategic managerial decisions in crisis times from a gender viewpoint and analyzes their impact on performance. According to our knowledge no study has currently been found that analyzes decision making in companies led by women and contrasts their actions to those taken by men faced with an identical situation.