The 21stcentury is bringing the worldwide economic, social and political empowerment of women. Their growing impotance as workforce,their better education, their ever growing income and their growing share of
participation at the decision micro and macro levelof the economy are bringing about new approaches of the business towards the women consumers. Worldwide, the women in general, on top of the usual daily consumption goods, are the sole or in part, together with their partners, to decide on the purchase of electrical house appliances, financial services, real estate investments, or of a car. Business organizations all over the world are facing great challenges in front of a strong competition. Globalization,information technology and electronics are directing the business to bring their marketing capacity a lot more near the consum
ers, to even differentiate it for different target in accordance with their requests, needs and expectations.
Through this paper we will analyze the global approach of the positions of women in the business and, based on the data collected from primary and secondary sources, will show that the same tendency is true in Albania, as well. The 21st century will be the century of women and the business must take heed and orient their marketing
and their R & D in understanding what women want.