Case Problem Hy Dairies
Case Problem-Hy Dairies Ltd
Stereotyping is the perceptual process of adopting and applying beliefs about the characteristics of identifiable groups. Stereotypes are usually generalizations because they assume everyone in the group has the group’s trait. Rochelle Beaufort’s previous employer discriminated against women and visible minorities. Rochelle perceived her marketing research coordinator position as a technical support position, and not a route to a management position. Beaufort was one of the top women and few visible minorities at Hy Dairies, and feared she was being sidelined because the company did not want women or visible minorities in top management positions. Although Gilman tried to let Beaufort know that he was pleased with her work, during her annual performance reviews; because of negative experiences with her previous employers, Beaufort assumed that Hy Dairies were following the same game plan. She has made a generalization that both companies had a similar perception of women and visible minorities. This was an inaccurate conclusion.
Social identity theory states that people identify themselves by the groups to which they belong or have an emotional attachment. Beaufort perceives herself as being successful woman and from a visible minority. It appears that Beaufort strongly identifies with these characteristics. These characteristics are important factors in her self-enhancement. Beaufort’s self-concepts are based on personal identities. Because of this she perceives this new job as an “attack” on her personal identity. Rather, the opposite might be true, as this is an opportunity to “round out” her marketing experience.
Also apparent in this case study is fundamental attribution error. Beaufort does not see the promotion in the context of her own development. She has conceptualized her own route to top management. Hence Gilman’s actions seem contrary to her plan.
To minimize misperceptions:
Organization should be more aware of perceptual
Stereotyping is the perceptual process of adopting and applying beliefs about the characteristics of identifiable groups. Stereotypes are usually generalizations because they assume everyone in the group has the group’s trait. Rochelle Beaufort’s previous employer discriminated against women and visible minorities. Rochelle perceived her marketing research coordinator position as a technical support position, and not a route to a management position. Beaufort was one of the top women and few visible minorities at Hy Dairies, and feared she was being sidelined because the company did not want women or visible minorities in top management positions. Although Gilman tried to let Beaufort know that he was pleased with her work, during her annual performance reviews; because of negative experiences with her previous employers, Beaufort assumed that Hy Dairies were following the same game plan. She has made a generalization that both companies had a similar perception of women and visible minorities. This was an inaccurate conclusion.
Social identity theory states that people identify themselves by the groups to which they belong or have an emotional attachment. Beaufort perceives herself as being successful woman and from a visible minority. It appears that Beaufort strongly identifies with these characteristics. These characteristics are important factors in her self-enhancement. Beaufort’s self-concepts are based on personal identities. Because of this she perceives this new job as an “attack” on her personal identity. Rather, the opposite might be true, as this is an opportunity to “round out” her marketing experience.
Also apparent in this case study is fundamental attribution error. Beaufort does not see the promotion in the context of her own development. She has conceptualized her own route to top management. Hence Gilman’s actions seem contrary to her plan.
To minimize misperceptions:
Organization should be more aware of perceptual