Hy Dairies Ltd.

Case Study 3.1 - Hy Dairies Ltd, McShane, Steen, Tasa, 2015

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

There were clear indicators in this scenario that suggested something had gone wrong, by the conversation had between Mr. Gilman (employer) and Rochelle Beauport (employee).

“Beauport was shocked by the news … After a long silence, Beauport managed a weak “Thank you Mr. Gilman” (McShane, Steen, Tasa, 2015, p.79).

Beauport’s self concept appeared to have been damaged by her former employer, and suggested she had left a similar job due to discriminatory and prejudice attitudes directed towards her, that had impeded her development and progress for advancing within the company.

“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” (McShane, Steen, Tasa, 2015, p.79).

Whether an act of discrimination was intended or not, Beauport’s previous employer had engaged in stereo typing that distorted their perceptions towards women.

Social Identity is a person’s sense of who they are based on their group membership. Mr. Gillman’s lack of diversity in his workplace would emphasise the social identity amongst his employees, by them naturally evaluating themselves through - social categorization, social identification and social comparison. By naturally putting people into social groups, R. Beauport could feel as being part of the “Out group” as opposed to the “In group”, due to being one of the few non-white women in marketing management. In order to enhance self image, the “In group” may naturally seek or perceive negative aspects towards the “Out group”. In R. Beauport’s case, Social Identity Theory could suggest that she may be more susceptible to discriminatory behaviors and conduct towards her in her current workplace, or otherwise perceived as...