With reference to the
above illustration, there are many findings which can indicate a stereotype and
relate to social identity theory.
As per my understanding,
Rochelle Beauport is a very competent and passionate woman who has brought
forth a radical change in the sales figures of HY Dairies Inc ever since she
joined the organization. Her commitment and sales energy was extremely
remarkable which she got it from her prior experience or the things she learnt
in the current company or any other factor. She as a potential resource,
deserved a great career graph.
However, in the light of social identity
theory we categorize objects to understand them and identify them. In a very
similar way we categorize people (including ourselves) to understand the social
environment. We use social categories like black, white, Australian,
Christian, Muslim, student, and bus driver because they are useful.
If we can assign people
to a category then that tells us things about those people, and as we saw with
the bus driver example, we couldn’t function in a normal manner without using
these categories; i.e. in the context of the bus. Similarly, we find out things
about ourselves by knowing what categories we belong to. We define
appropriate behavior by reference to the norms of groups we belong to, but you
can only do this if you can tell who belongs to your group. An individual can
belong to many different groups.
In the second stage,
social identification, we adopt the identity of the group we have categorized
ourselves as belonging to. If for example you have categorized yourself
as a student, the chances are you will adopt the identity of a student and
begin to act in the ways you believe students act (and conform to the norms of
the group). There will be an emotional significance to your
identification with a group, and your self-esteem will become bound up with
Hence, the management /
manager should have not offered her the position of a Research Coordinator
which in fact is a demotion. The way they opted to communicate about this to
her has opened a way for Ms. Beauport to think in many possible offending ways.
Q2. My observation from
this case study are few…
In any organization,
employees bring revenue to the organization and promotes growth. A successful
company will surely know and should know how to acknowledge the efforts of the
employees. In this case study, I strongly feel that Ms. Beauport is not
appreciated and acknowledged for her efforts in a right way.
Her Manager Mr. Gilman
wanted to appreciate her during her performance review meeting – which was not
communicated properly to Ms. Beauport. There is an improper communication
Secondly – Mr. Gilman
has given a demotion to Ms. Beauport. She has joined HY Dairies couple of year back
as Brand Manager and all her sales reports shows that she has been
exceptionally good in bringing sales which subsequently increased revenue. How
can a manager who knew her sales figures give her a research coordinator’s job?
As someone was leaving the position he wanted to fill that position but failed
to think about the demotivation which Beauport might face. Hence, demotion was
offered instead of promotion.
Thirdly, she was not
appreciated in public neither was any official communication rolled out to any
about her performance. There was no proper pat on her back.
Fourthly, there was no
time scheduled to have one-o-one with her to talk about her sales and explain a
career graph neither was a room created to encourage her that company would operate
only by merit not by race, religion or gender.
Q3. Management should be
proactive to identify the talent and retain the talent. It was proved that Ms.
Beauport was a very potential resource but she was not acknowledged properly
for her to keep going.
Companies and management
of the company should have right orientation given when employee comes onboard.
Management should show and tell the career graph of the resource. They need to
educate the staff that, company operates only by merit but not by any other
means which gives employees confidence that their growth will not be hampered
by any means.
Management should have a
proper evaluation metrics in place which should be enabled periodically with
the employees. Mr. Gilman thought of discussing with her about her promotion
during her performance review meeting but it was not communicated to her. A thorough
understanding about policies of the company is mandate which enables employees
to think what to expect at what time.
Management can opt for
some perks or goodies as a token to appreciate and retain talent.
Management can plan for
performance related bonus too which would make employee happy than declaring a
promotion out of blue.