Hy Diaries Case Study

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Case Study 3.1 HY DAIRIES, INC. (Page 90) Case Study Summary According to the passage, Rochelle Beauport is a woman with different color in the Hy Dairies Company. She had been offered a new position from assistant brand manager to market research coordinator by Syd Gilman, the vice president of marketing in Hy Dairies, for her successful effort of improving the sales of Hy ‘s gourment ice cream. Syd Gilman rewarded her with the new opportunity of position in order to give her new experience of working level and enhance her career in Hy Dairies. Rochelle Beauport in other hand, enjoyed her former position better as it seems to be more challenging and directly affected the company’s profitability than the new position which was more towards backroom job. Since the new position was thought not to be the route to top management in many organizations, Rochelle thought that because of her differences, she has been place apart and unimportant to the company. Even she felt reluctant, she did accept the offer. However, Mr. Gilman did not realize that he actually had given Rochelle a wrong perception about the Discussion Questions: 1. Apply your knowledge of stereotyping and social identity theory to explain what went wrong here Stereotyping, as the derivative of social identity theory, is defined as the process of assigning traits to people and it happens when people make generalization usually exaggerated and sometimes offensive. It lays the foundation for prejudice and discrimination in a society or organisation. The social identity theory explains how we perceive people through categorization, homogenization and differentiation. It is obvious in the case of Rochelle Beauport that she enjoyed being an assistant brand manager. It seems to be more challenging and it directly affects the company’s profitability than the new position, market research
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