Hys Dairies Case Study Essay - 1094 Words

| Case Study 3.1 | Hy Dairies, Ltd. | | Rochelle Beauport, Assistant Brand Manager at Hy Dairies, is a member of a visible minority group. She enjoys her position with the company as she finds it both challenging and it has the ability to directly impact the company’s profitability. During her most recent annual performance review, Beauport was offered a new position as a Market Research Co-ordinator. This position is a lateral move. Syd Gilman, the Vice President of Marketing, is offering Beauport the position as a reward for her efforts in improving the sales of Hy Dairies’ Gourmet Ice Cream. While the market research co-ordinator position is not typically thought to be a route to top management, it is a position that Gilman†¦show more content†¦The social identity theory is defined as people defining themselves by the groups they belong to or have an emotional attachment to. Beauport felt that, as a woman and a visible minority, she was being stereotyped as being unable to handle a senior mark eting position. Furthermore, she had been told by her most recent employer prior to Hy Dairies that this was the case for most women. As a result of this, Beauport is making the assumption that Hy Dairies has the same practices regarding career opportunities in their marketing department and are using this offer to move her into a less visible support role in that department. However, Syd Gilman has offered her this new position with the intention of helping Beauport further her career with the company. Gilman, for his part, assumed that Beauport would be very happy and excited to have this new opportunity. He felt that they would share a similar outlook on their employment and this move was the best method to advance careers with Hy Dairies. Gilman thought that Beauport would be excited at the opportunity to ‘follow in his footsteps’, though it appears that he neglected to share with Beauport that his career had followed exactly that path to a senior management position with the organization. In reality, Gilman and Beauport have different backgrounds, social characteristics, and work experience, and as aShow MoreRelatedCase Study: Hy Dairies, Inc.†866 Words   |  4 PagesCase Study Hy Dairies, INC.† The case study, â€Å"Hy Dairies, Inc.†, highlights an individual, Rochelle Beauport, whose career with the company seemed promising after a successful two quarters of increased sales of Hy’s gourmet ice cream. Syd Gilman, the vice president of marketing, was so impressed with Beauport’s effort and hard work that he decided to positively reinforce her achievement by offering her a position where he believed she would gain experience from higher profile work (Human BehaviorRead MoreCase 3.1 Hy Dairies1695 Words   |  7 PagesCase Study 3.1 HY DAIRIES, INC. Discussion Questions: 1. Apply your knowledge of stereotyping and social identity theory to explain what went wrong here. The case covers issues of how perceptions affect individual decision-making process. As an introduction, Syd Gilman, the vice marketing president at Hy Dairies perceived Rochelle Beauport as a potential marketing staff responsible to improve the sagging sales of Hy’s gourmet ice cream brand, thus decided to reward her with a new post of