Read Case Study
Hy Dairies, Inc.
(Chapter 3, pp. 109-110) in your textbook (and a minimum of six [6] peer-reviewed sources plus the textbook) and answer the following questions:
1. Apply your knowledge of stereotyping and social identity theory to explain what went wrong here. (make sure you define stereotyping and social identity, then answer through your definitions)
2. What other perceptual errors are apparent in this case study?
3.
What can organizations do to minimize misperceptions in these types of situations?
Your paper must include an introduction and a clear thesis, several body paragraphs, and a conclusion. Top papers demonstrate a solid understanding of the material AND critical thinking.Make sure you have a minimum of six (6) peer-reviewed sources.
CASE STUDY: HY DAIRIES, INC. By Steven L. McShane, University of Newcastle (Australia) Syd Gilman read the latest sales figures with a great deal of satisfaction. The vice president of marketing at Hy Dairies, Inc., a large midwestern milk products manufacturer, was pleased to see that the marketing campaign to improve sagging sales of Hy’s gourmet ice cream brand was working. Sales volume and market share of the product had increased significantly over the past two quarters compared with the previous year. The improved sales of Hy’s gourmet ice cream could be credited to Rochelle Beauport, who was assigned to the gourmet ice cream brand last year. Beauport had joined Hy Dairies less than two years ago as an assistant brand manager after leaving a similar job at a food products firm. She was one of the few women of color in marketing management at Hy Dairies and had a promising career with the company. Gilman was pleased with Beauport’s work and tried to let her know this in annual performance reviews. He now had an excellent opportunity to reward her by offering her the recently vacated position of market research coordinator. Although technically only a lateral transfer with a modest salary increase, the marketing research coordinator job would give Beauport broader experience in some high-profile work, which would enhance her career with Hy Dairies. Few people were aware that Gilman’s own career had been boosted by working as marketing research coordinator at Hy several years before. Rochelle Beauport had also seen the latest sales figures on Hy’s gourmet ice cream and was expecting Gilman’s call to meet with her that morning. Gilman began the conversation by briefly mentioning the favorable sales figures, and then explained that he wanted Beauport to take the marketing research coordinator job. Beauport was shocked by the news. She enjoyed brand management and particularly the challenge involved with controlling a product that directly affected the company’s profitability. Marketing research coordinator was a technical support position—a “back room” job—far removed from the company’s bottom-line activities. Marketing research was not the route to top management in most organizations, Beauport thought. She had been sidelined. »~2 Aa TL I eT I I I morning. Gilman began the conversation by briefly mentioning the favorable sales figures, and then explained that he wanted Beauport to take the marketing research coordinator job. Beauport was shocked by the news. She enjoyed brand management and particularly the challenge involved with controlling a product that directly affected the company’s profitability. Marketing research coordinator was a technical support position—a “back room” job—far removed from the company’s bottom-line activities. Marketing research was not the route to top management in most organizations, Beauport thought. She had been sidelined. After a long silence, Beauport managed a weak, “Thank you, Mr. Gilman.” She was too bewildered to protest. She wanted to collect her thoughts and reflect on what she had done wrong. Also, she did not know her boss well enough to be openly critical. Gilman recognized Beauport’s surprise, which he assumed was her positive response to hearing of this wonderful career opportunity. He, too, had been delighted several years earlier about his temporary transfer to marketing research to round out his marketing experience. “This move will be good for both you and Hy Dairies,” said Gilman as he escorted Beauport from his office. Beauport was preoccupied with several tasks that afternoon but was able to consider the day’s events that evening. She was one of “Page 110 the top women and few minorities in brand management at Hy Dairies and feared that she was being sidelined because the - company didn’t want women or people of color in top management. Her previous employer had made it quite clear that women “couldn’t take the heat” in marketing management and tended to place women in technical support positions after a brief term in lower brand management jobs. Obviously Syd Gilman and Hy Dairies were following the same game plan. Gilman’s comments that the coordinator job would be good for her was just a nice way of saying that Beauport couldn’t go any further in brand management at Hy Dairies. Beauport now faced the difficult decision of whether to confront Gilman and try to change Hy Dairies’ sexist and possibly racist practices or to leave the company. Discussion Questions 1. Apply your knowledge of stereotyping and social identity theory to explain what went wrong here. 2. What other perceptual errors are apparent in this case study? 3. What can organizations do to minimize misperceptions in these types of situations? « CASE STUDY - HY DAIRIES, INC. 1 CASE STUDY - HY DAIRIES, INC. 2 Case Study - Hy Dairies Inc. Star Student Westcliff University BUS 540: Organizational Behavior Dr. Fantastic Professor Month Date, Year Case Study - Hy Dairies, Inc. Introduce material here… Remember, each case study must have the heading listed below and must be answered according to instructions; each heading is worth a percentage of each case grade. This is how I want your paper turned in. Your audience is someone like your roommate – intelligent, educated, but has NO IDEA what the case study is about. This is generally one paragraph. The easiest way to explain this section is to think of it like an abstract or introduction. This section, if written properly, can actually act as the abstract for this paper. It will, in a sense, set up the rest of the paper, which is the review of the case, analysis, recommendations, and the summary and conclusions sections. Remember that you got this information from the textbook. Consequently, you should cite McShane and Von Glinow (2013). You should NOT write “According to the textbook” as your reader has NO IDEA who or what is that. If there is a second paragraph, it will look like this. An interesting APA fact is that there is only one space after the period. This is difficult for many to get used to and takes practice. The paper should be written in third person narrative. I do not want to see you writing in the first person. Note: I have bolded the required headings that must be present in the paper and please keep bolded. One other note: a business is an “it,” not a “they.” Remember that when you use pronouns describing a business. Review/Analysis of the Case In this section, you will briefly describe what you will cover. It should only take a few sentences. Stereotyping and Social Identity Theory at Hy Dairies, Inc. Note: I do not want to see heading written as questions or you asking questions within the paper. This is where you will answer the mandate, “Apply your knowledge of stereotyping and social identity theory to explain what went wrong here.” You will put your response to the first question here, but in essay format. Perceptional Errors at Hy Dairies, Inc. Note: I do not want to see heading written as questions or you asking questions within the paper. This is where you will answer the question, “What other perceptual errors are apparent in this case study?” You will put your response to the second question here, but in essay format. How Organizations Can Minimize These Situations Note: I do not want to see heading written as questions or you asking questions within the paper. This is where you will answer the question, “What can organizations do to minimize misperceptions in these types of situations?” You will put your response to the third question here, but in essay format. Also, you must provide at least six scholarly references and cite the references in the form of in-text citations in the body of the paper (i.e., the textbook and six additional peer-reviewed sources). Again, when you reference material in your paper, you must also have in-text citations in the body of the paper for each reference. Remember, EVERY citation must correspond to a reference and EVERY reference must correspond to a citation. You CANNOT have one without the other. Summary and Conclusions This section will tie together all sources used for this case study, conclusions drawn from the reading and any inconsistencies. This section will generally be one to two paragraphs. Notice the paper has a continuous flow; there are no page breaks between sections. The only page breaks occur between the title page and the introduction and the summary/conclusions and the reference page. All references for the case study must appear on a separate page, see the following page for an example). References This section will reference all original work cited throughout the paper. It also gets its own page, meaning that it will not start at the bottom of a previous page. The heading should appear at the top of the page and all reference material should be listed below in alphabetical order by first last name; also, the title for books is always in italic format and in sentence form. In contrast to book references, the title for articles is in sentence format, not in italics, but the name of the publisher is in italics. See examples below: Note: Begin New page for references Barzani, R. S. (2014). Studying the effects of business strategies on the organization's performance in regards to human resources' policies at the social security insurance companies based. International Journal of Academic Research in Business and Social Sciences, 4(5), 549-561. Chopra, M., Munro, S., Lavis, J. N., Vist, G., & Bennett, S. (2008). Effects of policy options for human resources for health: An analysis of systematic reviews. The Lancet, 371(9613), 668-74. Holt, D. (2016). Branding in the age of social media. Harvard Business Review (online). https://hbr.org/2016/03/branding-in-the-age-of-social-media McShane, S., & Von Glinow, M. (2020). Organizational behavior (9th ed.). McGraw-Hill …and so forth. You must also provide a reference for all sources used to support the case study. (Note: As a minimum, the textbook and