Hy Diaries
HY Dairies, Inc.
Joshua J. Risch
Organizational Behavior, BA 730 Online
November 4, 2011
Dr. Normand Hays
HY Dairies, Inc.
Rochelle Beauport is one of a few women of color in marketing management at Hy Dairies that had a promising career with the company. Syd Gilman, the vice president of marketing at Hy Dairies, Inc., offered Rochelle to go from assistant brand manager to marketing research coordinator. She was offered the position because of her successful effort of improving the sales of Hy Dairies’ gourmet ice cream. Syd Gilman also rewarded her with the new opportunity in order to give her a new experience in different working classes and enhance her career at Hy Dairies, Inc. Rochelle Beauport on the other hand, enjoyed her duties as an assistant brand manager because of the challenge that it brought her and because it directly affected the company’s profitability. According to Rochelle, her position as a marketing research coordinator was a technical support position – a “backroom” job – far removed from the company’s bottom-line activities. The marketing research coordinator position was thought to be the opposite route to top management in the organization. Rochelle thought that because of her noticeable differences, she was placed far from her dreams and was no longer important to the company. Feeling reluctant, Rochelle accepted the offer anyway. Syd Gilman did not realize that he actually gave Rochelle a wrong perception about the whole situation. Rochelle is now faced with a difficult decision of confronting Syd to change what she thinks is a sexist and possibly racist practice, or simply quite.
Discussion Questions
Apply your knowledge of stereotyping and social identity theory to explain what went wrong here. Stereotyping is the derivative of the social identity theory. Stereotyping can be defined as the process of assigning traits to individuals based on their participation in a social theory (McShane, 2010, p. 72). When
Joshua J. Risch
Organizational Behavior, BA 730 Online
November 4, 2011
Dr. Normand Hays
HY Dairies, Inc.
Rochelle Beauport is one of a few women of color in marketing management at Hy Dairies that had a promising career with the company. Syd Gilman, the vice president of marketing at Hy Dairies, Inc., offered Rochelle to go from assistant brand manager to marketing research coordinator. She was offered the position because of her successful effort of improving the sales of Hy Dairies’ gourmet ice cream. Syd Gilman also rewarded her with the new opportunity in order to give her a new experience in different working classes and enhance her career at Hy Dairies, Inc. Rochelle Beauport on the other hand, enjoyed her duties as an assistant brand manager because of the challenge that it brought her and because it directly affected the company’s profitability. According to Rochelle, her position as a marketing research coordinator was a technical support position – a “backroom” job – far removed from the company’s bottom-line activities. The marketing research coordinator position was thought to be the opposite route to top management in the organization. Rochelle thought that because of her noticeable differences, she was placed far from her dreams and was no longer important to the company. Feeling reluctant, Rochelle accepted the offer anyway. Syd Gilman did not realize that he actually gave Rochelle a wrong perception about the whole situation. Rochelle is now faced with a difficult decision of confronting Syd to change what she thinks is a sexist and possibly racist practice, or simply quite.
Discussion Questions
Apply your knowledge of stereotyping and social identity theory to explain what went wrong here. Stereotyping is the derivative of the social identity theory. Stereotyping can be defined as the process of assigning traits to individuals based on their participation in a social theory (McShane, 2010, p. 72). When