3 chapter erceiving Ourselves and Others in Organizations LM CASE STUDY: HDAIRIE
ID: 379020 • Letter: 3
Question
3 chapter erceiving Ourselves and Others in Organizations LM CASE STUDY: HDAIRIES, INC Syd Gilman read the latest sales figures marketing at Hy Dairies. Inc., a large Midwestern milk products man with a great deal of satisfaction. The vice president of manufacturer, was pleased to see that the marketing campaign to improve sagging sales was working. Sales volume and market share of the product had increased significantly over the of Hy's gourmet ice cream brand 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 vear. Beauport had joined Hy Dairies less two years ago as an assistant brand manager after leaving a similar job at a She was one of the few women of color in marketing management at Hy Dairies promising career with the company. Gilman was pleased with Beauport her know this i than food products firm and had a s work and tried to let n 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, he 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 Hv several vears before Rochelle Beauport had also seen the latest sales figures on Hy's gourmet ice cream and was expecting Gilman's call to reet 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 protitability. 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 operily criticalExplanation / Answer
1. Here the basic problem lies in the perception of organizations consideeing that women can not rise to top management positions and so they should not be given equivalent chances of promotions. Both the past experiences of Beauport and the personal experience of Mr Gilman had made the situation worst. Because they were communicationg to each other without conveying what actually they felt. each person was decoding others words by thinking what he himself thought about the situation.
2. a)Recency Effect: She was thinking the same as she faced recently in her previous organization
b) Projectsion: Just because the promotion to marketing research cordinator was good for Gilman years ago in his career , he thinks the same would be good gor Beauport irrespective of her competencies.
c)Social stereotyping : Women are considered not to grow to higher ranks.
women think that men wish yo drag them back
3. In such situation there is a requirement of free and open communication. employees should not be so much scared of management that they cant express themselves freely. With a proper communicatio, both parties would understand others viewpoint and will act accordingly
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