Case 3.1 Hy Dairies - 1695 Words

Case Study 3.1 HY DAIRIES, INC. Discussion Questions: 1. Apply your knowledge of stereotyping and social identity theory to explain what went wrong here. The case covers issues of how perceptions affect individual decision-making process. As an introduction, Syd Gilman, the vice marketing president at Hy Dairies perceived Rochelle Beauport as a potential marketing staff responsible to improve the sagging sales of Hy’s gourmet ice cream brand, thus decided to reward her with a new post of a marketing research coordinator that was taken by him as a valuable post in marketimg field. Rochelle Beauport, unfortunately had a different perceptions and expectations that leading her into a difficult decision making situation of whether to†¦show more content†¦In the second stage, social identification, we adopt the identity of the group we have categorised ourselves as belonging to. If for example you have categorised yourself as a student, the chances are you will adopt the identity of a student and begin to act in the ways you believe students act (and conform to the norms of the group). There will be an emotional signific ance to your identification with a group, and your self-esteem will become bound up with group membership. Again, Gilman had identified himself and Beauport as Hy Dairies’ member that was not true for Beauport who was very new and in different job hierarchy unlike Gilman. Thus, she did not identify herself with Hy dairies and Gilman. The final stage is social comparison. Once we have categorised ourselves as part of a group and have identified with that group we then tend to compare that group with other groups. If our self-esteem is to be maintained our group needs to compare favourably with other groups. This is critical to understanding prejudice, because once two groups identify themselves as rivals they are forced to compete in order for the members to maintain their self-esteem. Competition and hostility between groups is thus not only a matter of competing for resources (like in Sherif’s Robbers Cave) like jobs but also the result of competing identities. Referring to the case, since Beauport had not identified herself with Hy Dairies, yetShow MoreRelatedHys Dairies Case Study Essay1094 Words   |  5 Pages| Case Study 3.1 | Hy Dairies, Ltd. | | Rochelle Beauport, Assistant Brand Manager at Hy Dairies, is a member of a visible minority group. She enjoys her position with the company as she finds it both challenging and it has the ability to directly impact the company’s profitability. During her most recent annual performance review, Beauport was offered a new position as a Market Research Co-ordinator. This position is a lateral move. Syd Gilman, the Vice President of Marketing, is offeringRead MoreHy Dairies Case Study Essay664 Words   |  3 PagesSample Assignment   Read Case Study 3.1, Hy Dairies, on pages 85 and 86 in your textbook, and answer Discussion Questions 1–3 on your own before checking the suggested answers below.   Suggested Answers to Case 3.1   1. Apply your knowledge of stereotyping and social identity theory to explain what went wrong here. It may seem that this case involves stereotyping—specifically, that Syd Gilman has stereotyped Rochelle Beauport. In fact, there is no apparent evidence of this stereotypingRead MoreHy Diaries Inc899 Words   |  4 PagesCase study 3.1: HY DAIRIES, INC. 1. Apply your knowledge of stereotyping and social identity theory to explain what went wrong here. Stereotyping is the process of assigning traits to people on the basis of their membership in a social category. Stereotypes generally have some inaccuracies, some overestimation or underestimation of real differences, and some degree of accuracy. One problem with stereotyping is that stereotypes under certain conditions, such as the degree to which theyRead MoreHy Diaries Inc913 Words   |  4 PagesCase study 3.1: HY DAIRIES, INC. 1. Apply your knowledge of stereotyping and social identity theory to explain what went wrong here. Stereotyping is the process of assigning traits to people on the basis of their membership in a social category. Stereotypes generally have some inaccuracies, some overestimation or underestimation of real differences, and some degree of accuracy. One problem with stereotyping is that stereotypes under certain conditions, such as the degree to whichRead MoreI Love Reading Essay69689 Words   |  279 PagesAnnexure III : Annexure IV : Annexure V : Table of Contents iii List of Figures Figure 1.1 : Figure 1.2 : Figure 2.1 : Figure 2.2 : Figure 2.3 : Figure 2.4 : Figure 2.5 : Figure 2.6 : Figure 2.7 : Figure 2.8 : Figure 2.9 : Figure 2.10 : Figure 3.1 : Figure 3.2 : Figure 3.3 : Figure 3.4 : Figure 3.5 : Figure 4.1 : Figure 4.2 : Figure 4.3 : Figure 4.4 : Figure 4.5 : Figure 4.6 : Figure 4.7 : Figure 4.8 : Entrepreneurship Pyramid Registration of new companies according to nature of economic activity