Case study assignment#1
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Simon Fraser University *
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Feb 20, 2024
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1. What symptoms exist to suggest that something has gone wrong? Symptoms include”
Excited - Syd Gilman, a Vice President of marketing at Hy Dairies, was excited to give Rochelle Beauport the vacated position of marketing research coordinator for her work with the marketing campaign which helped improve sales in
the company
People are uninformed - People weren’t unaware that Syd Gilman held the marketing research coordinator position at Hy Dairies years ago which helped his own career
Surprise – Beauport was shocked by the job offer of the market research coordinator position, rather than being excited with the job proposal
Confusion – Beauport didn’t protest and couldn’t understand what she did wrong when she was offered the market research coordinator position
Upset – she is faced with the difficult decision to confront Gilman or try to change Hy Dairies’ sexist and possibly racist practices or to leave the company
Syd’s belief that the marketing research coordinator would provide Beauport broader experience in some high-profile work and would enhance her career with Hy Dairies
Manager told Beauport that he wanted her to take the marketing research coordinator job
Beauport’s shock and upset that she was sidelined for a top management position in the organization and that the company didn’t want women or nonwhite people in top management
she recalled that her previous employer make it quite clear that women “couldn’t take the heat” in marketing management and tended to place them in technical support positions
Beauport was upset and wanted to reflect on what she did wrong
Didn’t know her boss well enough to be critical
Syd Gilman assumed her response was a positive one
2
He told Beauport that the move would be good for both her and Hy Dairies as he escorted her out from his office
Symptoms that things have gone wrong:
Beauport’s expectation that the Manager would call her after seeing the latest sales figures which did happen
Manager expected that worker will take the marketing research coordinator job – it was sprung on her
Worker thought the position was a “backroom job” and was sidelined for a Management position in Brand Management
Manager thinks this is a wonderful career opportunity for worker to round out her marketing experience
Worker didn’t respond to the promotion and escorted out after her meeting with the manager
No discussion happened between the Manager and the worker re: worker’s goals in the company, career aspirations in the company
Expectations differed between worker and manager
2. What are the root causes that led to these symptoms?
Stereotyping p. 76
Beauport’s previous manager stereotyped that woman “couldn’t take the heat” in marketing management
Ppl have a stereotype of Marketing managers is neither accurate nor desirable for women
Stereotype that woman are placed in technical support positions which does not have any kernel of truth hence it is
a falsehood
Beauport is relying on stereotypes to fill in the missing pieces and the need for cognitive closure because she does
3
not have enough information and simply trying to understand the information that Syd is providing her (p. 77)
Stereotype threat – women like Beauport are sensitized to the generally false but wildly held belief that they don’t become Marketing Managers because women underperform
men (p. 77)
The stereotyping has laid the foundation for discriminatory attitudes and behaviour (p. 78)
Systemic discrimination – decision makers rely on stereotypes to establish notions of the “ideal” person in specific roles – lower representation of women in the brand management positions?
Attribution theory
Beauport has formed a belief that she lacked skills or motivation, an internal attribution, to get the Brand Manager position when she was offered the Marketing Coordinator position instead (p. 80)
Self-fulfilling prophecy
Syd forms expectations about Rochelle’s future behaviour and performance
His expectations influence his behaviour toward Rochelle indicating that the new job would be good for her as he was basing this from a similar experience he had when he took this role and for him, it was good move Perceptual error – Recency effect (p. 83)
Syd made his decision to promote Beauport based on the most recent performance information which dominated his evaluation without looking and evaluating other past performances of his employee that year? – confirm in case study
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