Case Study 1 - Hy Dairies Inc

1000 Words4 Pages
HY Dairies, Inc. Hy Dairies, Inc. hired Rochelle Beauport as an Assistant Brand Manager in the Marketing Department less than two years before. Syd Gilman, the Vice President of Marketing, gave Rochelle the task to increase the sales of the gourmet ice cream and she well exceeded his expectations. He was very happy to see the increase in the sales volume and market share of the gourmet ice cream. Syd was so pleased that he planned to offer her a promotion to become a Market Research Coordinator. He thought this would be a fantastic opportunity and would advance her career. Because Rochelle was one of only a few black women in the Marketing Department at Hy Dairies, he felt this would provide her with more exposure within the company and further her career. It seems Syd held that same position earlier in his career at Hy Dairies and received promotions, so he knew she would be thrilled. Rochelle knew Syd was pleased with her work, so when he called her into his office, she was sure he had good news for her. However when he described his plans for her promotion, she did not receive this news as well as he thought she would. She felt being a Market Research Coordinator was a career demotion. It was a dead-end job and would take her away from a position she was passionate about. Her current position gave her a sense of accomplishment because she could see the bottom line increase. Due to Syd’s own social identity with the Market Research Coordinator position, he did not take into account her perception of this move. Because of the homogenization process of social perception, he felt she would be just as excited as he was when he held the same position. Through the homogenization process, a person believes other people will share the same feelings or perceptions they do about something because of the similarities between them. In this
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