Hy Dairies

Case study 1 – Hy Dairies Ltd., McShane, 2015

1. Apply your knowledge of stereotyping and social identity theory to explain what went wrong here.

Stereotyping as defined as McShane, is the process in which we assign characteristics to an identifiable group and then automatically transfers those features to anyone we believe is a member of that group. (McShane 2015, page 65)

Social identity theory as defined by McShane, is a theory stating that people define themselves by the groups to which they belong or have an emotional attachment. (McShane 2015, p. 61)

Rochelle Beauport was working with HY Dairies on improving the sales of Hy’s gourmet ice cream as the assistant brand manager. The amount of sales as well as market shares of this particular product had greatly increased compared to previous year’s sales due to Rochelle’s abilities.

Having seen the latest sales figures Syd Gilman vice-president of marketing at Hy’s Dairies Ltd, offered Rochelle the marketing research coordinator job as a reward for all her efforts in increasing the sales. However Rochelle did not feel that this was a reward but felt it was a demotion. In the past Rochelle had been mistreated and her self-esteem had been somewhat shattered. Rochelle is part of a visible minority group being one of a few nonwhite women in marketing management. In her previous employment her employer had state the following;

“Women couldn’t take the heat in marketing management.” (McShane, 2015, p.79)

Her previous employer had also placed women in technical support positions and the current position being offered to Rochelle was also a technical support position. She felt that HY Dairies Ltd was doing the same thing to her by stereotyping her as she was a woman and therefore this is an example of social identity theory.

Syd Gilman’s own career was advanced when he was given the position of marketing research coordinator for Hy’s Dairies and therefore he was quite surprise that...