Navigating masculine norms: identity strategies and gender inequality in logistics leadership

Purpose The purpose of this study is to advance understanding of gender inequality in supply chain management by uncovering the socio-cognitive strategies women use to navigate masculine norms and structural barriers in logistics leadership. Design/methodology/approach Using an abductive qualitative design grounded in social identity theory (SIT), the authors apply the Gioia methodology to analyse interview and documentary data from 43 professionals operating within the French logistics sector. Findings Women navigate masculine logistics environments through three distinct identity strategies: individual mobility, where women assimilate through strategic mimicry and male sponsorship; social creativity, involving the reframing of roles and leveraging perceived feminine advantages like work–family boundary management; and social competition, which is notably rare, highlighting the persistence of symbolic violence that suppresses collective structural challenges. Research limitations/implications This study’s single-country focus and purposive managerial sampling limit statistical generalisation. The findings should therefore be interpreted within the specific institutional, cultural and sectoral context of French logistics. Future comparative and longitudinal studies could explore how different welfare regimes and sectoral environments shape the identity strategy repertoire identified here, and assess its downstream effects on leadership composition and broader supply chain outcomes. Practical implications These insights suggest that improving women’s representation in logistics leadership requires dismantling the masculine legitimacy criteria that dominate the field (e.g. crisis heroism and permanent availability), redesigning key career pathways (e.g. operational rotation and P&L exposure) and fostering the conditions for collective voice rather than perpetuating reliance on individual assimilation strategies. Originality/value This paper provides a localised, empirical lens on gender dynamics in France. It bridges theory and practice by theorising hysteresis as a boundary condition for SIT in male-dominated settings, offering actionable pathways for inclusive supply chain organisations.