Case Study : Stereotyping in Organizational behavior
- Review the attached guidelines and rubric for Case Analysis.
- Complete a Case Analysis of Case Study 3.1: HY DAIRIES, INC found on page 90 of your text (note: follow the criteria outlined in the assignment guide and rubric. Answering the questions at the end of the case does not constitute a thorough case analysis).
- This is a detailed assignment.
CASE STUDY 3.1 HY DAIRIES, INC.
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
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