3 chapter erceiving Ourselves and Others in Organizations LM CASE STUDY: H丫DAIRIES, INC Syd Gilman read the latest sales figures marketing at Hy Dairies. Inc., a large Midwestern milk products man with a great deal of satisfaction. The vice president of manufacturer, was pleased to see that the marketing campaign to improve sagging sales was working. Sales volume and market share of the product had increased significantly over the of Hy’s gourmet ice cream brand 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 vear. Beauport had joined Hy Dairies less two years ago as an assistant brand manager after leaving a similar job at a She was one of the few women of color in marketing management at Hy Dairies promising career with the company. Gilman was pleased with Beauport her know this i than food products firm and had a s work and tried to let n annual performance reviews. He now had an excellent opportunity to reward her by offering her the recently vacated position of market research coordinator. Although technically only a lateral transfer with a modest salary increase, he marketing research coordinator job would give Beauport broader experience in some high-profile work, which would enhance her career with Hy Dairies. Few people were aware that Gilman’s own career had been boosted by working as marketing research coordinator at Hv several vears before Rochelle Beauport had also seen the latest sales figures on Hy’s gourmet ice cream and was expecting Gilman’s call to reet with her that morning. Gilman began the conversation by briefly mentioning the favorable sales figures, and then explained that he wanted Beauport to take the marketing research coordinator job. Beauport was shocked by the news. She enjoyed brand management and particularly the challenge involved with controlling a product that directly affected the company’s protitability. Marketing research coordinator was a technical support position-a “back room job -far removed from the company’s bottom-line activities. Marketing research was not the route to top management in most organizations, Beauport thought. She had been sidelined After a long silence, Beauport managed a weak, “Thank you, Mr. Gilman. She was too bewildered to protest. She wanted to collect her thoughts and reflect on what she had done wrong. Also, she did not know her boss well enough to be operily critical

3 chapter erceiving Ourselves and Others in Organizations LM CASE STUDY: H丫DAIRIES, INC Syd Gilman read the latest sales figures marketing at Hy Dairies. Inc., a large Midwestern milk products man with a great deal of satisfaction. The vice president of manufacturer, was pleased to see that the marketing campaign to improve sagging sales was working. Sales volume and market share of the product had increased significantly over the of Hy’s gourmet ice cream brand past two quarters compared with

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