Hy Dairies, Ltd. Case Study

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What is perception? It has been defined as the process by which individuals organize and interpret their sensory impressions in order to give meaning to their environment. What one perceives can be substantially different from what another person perceives, and both can be very different than the reality. In fact, behavior is based on one’s perception of what reality is, not reality itself. Why is this important? Behavior in the workplace is based on people’s perception of the workplace. There are many factors that influence how something is perceived. For instance, factors affecting the perceiver can involve the person’s attitudes, motives, interests, experience and expectations. Factors associated with the situation can involve time, work setting and social setting. But what does this have to do with employment? Well, there are various ways that a person can perceive a situation in the work environment that can lead to problems. Stereotyping, especially when stemming from selective attention bias can cause conflict if the situation is not explained properly, thus resulting in a communication gap that can lead to workplace disturbance. For example, in the case study of Hy Dairies, Ltd (McShane & Steen, 2012), Syd Gilman, the vice-president of the company, perceives Rochelle Beauport, the assistant brand manager, to be a rising star of the company based on her contribution to the marketing campaign of Hy’s gourmet ice cream brand, which had had sagging sales in the previous year. He had all the reason to believe so as the sales volume and market share of the product had increased significantly. Rochelle Beauport was one of the top women as well as a visible minority employee in brand management at Hy Dairies. To broaden her work experience and familiarity with the company, Gilman offered Beauport recently vacated market research coordinator position, seeing

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