Syd Gilman, the vice-president of marketing at Hy Dairies, Inc., is pleased with the performance of Rochelle Beauport, the brand manager for gourmet ice cream. In his meeting with Beauport, Gilman makes a few comments about the favorable sales results, then proceeds to tell Beauport that she would be transferred to the recently-vacated position of market research coordinator. Gilman views this as an important career opportunity, although only a lateral transfer. Beauport perceives that she has been sidelined. She is neither aware of Gilman’s true perceptions nor his past career experiences. However, a similar experience with a previous employer leaves her with the impression that Gilman doesn’t want women and visible minorities to get ahead in this organization.

 

 Using all of the skills you’ve learned in this course, answer the following questions.

1. Apply your knowledge of stereotyping and social identity theory to explain what went wrong here.
2. What other perceptual error is apparent in this case study?
3. What can organizations do to minimize misperceptions in these types of situations?

An appropriate-length response to the Forum questions should be between 800 - 1000 words and should include a minimum of three scholarly sources in order to receive full points. Students are encouraged to review the articles, etc. used by fellow students. Where you see an opportunity to pose a challenging question, please do so! Collaborating minds result in great discussions! Students are cautioned to follow APA guidelines to receive full points.