This closing chapter celebrates assertiveness as a catalyst for sustainable growth and global competitiveness, not just in theory but as a compelling call to action for future leaders and organisations. Assertiveness emerges as a core principle, enabling individuals and businesses to meet the...

This chapter investigates the concept of assertiveness among women in African societies, focusing on how cultural norms, education and gender roles impact their ability to assert themselves. The introduction establishes the importance of assertiveness for women’s empowerment and highlights the...

This document is a chapter that discusses the negotiation problem in product commercialisation by small-scale producers in the Mexican agri-food sector, specifically in the coffee industry. The chapter emphasises the importance of developing soft skills, particularly assertiveness, in the...

Assertive communication is fundamental in family businesses. This study aimed to evaluate the degree to which leaders and family members of a group of auto parts companies in Juarez, Mexico, practice assertive communication. Based on a theoretical construct encompassing eight indicators, a...

To continue operating and seeking competitiveness in a complex and highly changing context, small- and medium-sized service companies (SMEs) depend heavily on their employees. Organisations must identify capabilities that allow them to respond quickly to environmental changes. This chapter...

Organisations’ assertiveness is gaining more importance as it drives clear and effective communication. Assertiveness can be explained as an emotion that allows individuals to express opinions, empathise with varied points of view and respect different perspectives while forming their ideas....

This research aims to analyse the influence of emotional intelligence (EI) subscales as predictors of assertiveness, trait competitiveness and perception of performance. First, the researchers develop a theoretical model based on a literature review. Second, 383 university students answer the...

In this chapter, the authors classify some communication styles as assertive, aggressive and passive styles to be utilised to defend people’s interests and respect the opinions of others. By applying an assertive communication style, one knows how to defend their arguments but understands and...

This chapter examines the role of assertiveness in the workplace, focusing on its significance for personal and business competitiveness in emerging and developing countries. Assertiveness is a critical communication style that promotes clear, direct and respectful expression of opinions, needs...