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ThemisunderstandingnearlybankruptedCanOilbecauseAmOilreactedbyprotectingitsstock.What
perceptualproblem(s)likelyoccurredthatledtothismisunderstanding?
5. Whatmentalmodelsdoyouhaveaboutattendingalectureintheprogramyouareattending?Are
thesementalmodelshelpful?Couldanyofthesementalmodelsholdyoubackfromachievingthefull
benefitofthelecture?

6. Duringadiversitymanagementsession,amanagersuggeststhatstereotypesareanecessarypartof
workingwithothers.Ihavetomakeassumptionsaboutwhat'sintheotherperson'shead,and
stereotypeshelpmedothat,sheexplains.It'sbettertorelyonstereotypesthantoenteraworking
relationshipwithsomeonefromanotherculturewithoutanyideaofwhattheybelievein!Discuss
themeritsofandproblemswiththemanager'sstatement.
7. Describehowamanagerorcoachcouldusetheprocessofselffulfillingprophecytoenhancean
individual'sperformance.
8. Selfawarenessisincreasinglyrecognizedasanimportantingredientforeffectiveleadership.Suppose
thatyouareresponsibleforcreatingaleadershipdevelopmentprograminagovernmentorganization.
Whatactivitiesorprocesseswouldyouintroducetohelpparticipantsinthisprogramtoconstructively
developabetterselfawarenessoftheirpersonality,values,andpersonalbiases?
9. Almosteveryoneinacollegeoruniversitybusinessprogramhasdevelopedsomedegreeofglobal
mindset.Whateventsoractivitiesinyourlifehavehelpedtonurturetheglobalmindsetyouhave
developedsofar?Whatactionscanyoutakenow,whilestillattendingschool,tofurtherdevelopyour
globalmindset?
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CaseStudy:HYDAIRIESLTD.
SydGilmanreadthelatestsalesfigureswithagreatdealofsatisfaction.Thevicepresidentofmarketing
atHyDairies,Ltd.,alargeCanadianmilkproductsmanufacturer,waspleasedtoseethatthemarketing
campaigntoimprovesaggingsalesofHy'sgourmeticecreambrandwasworking.Salesvolumeand
marketshareoftheproducthadincreasedsignificantlyoverthepasttwoquarterscomparedwiththe
previousyear.
TheimprovedsalesofHy'sgourmeticecreamcouldbecreditedtoRochelleBeauport,whowasassigned
tothegourmeticecreambrandlastyear.BeauporthadjoinedHylessthantwoyearsagoasanassistant
brandmanagerafterleavingasimilarjobatafoodproductsfirm.Shewasoneofthefewnonwhite
womeninmarketingmanagementatHyDairiesandhadapromisingcareerwiththecompany.Gilman
waspleasedwithBeauport'sworkandtriedtoletherknowthisintheannualperformancereviews.He
nowhadanexcellentopportunitytorewardherbyofferingtherecentlyvacatedpositionofmarket
researchcoordinator.Althoughtechnicallyonlyalateraltransferwithamodestsalaryincrease,the
marketingresearchcoordinatorjobwouldgiveBeauportbroaderexperienceinsomehighprofilework,
whichwouldenhancehercareerwithHyDairies.FewpeoplewereawarethatGilman'sowncareerhad
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beenboostedbyworkingasmarketingresearchcoordinatoratHyseveralyearsbefore.
RochelleBeauporthadalsoseenthelatestsalesfiguresonHy'sgourmeticecreamandwasexpecting
Gilman'scalltomeetwithherthatmorning.Gilmanbegantheconversationbybrieflymentioningthe
favourablesalesfigures,andthenexplainedthathewantedBeauporttotakethemarketingresearch
coordinatorjob.Beauportwasshockedbythenews.Sheenjoyedbrandmanagementandparticularlythe
challengeinvolvedwithcontrollingaproductthatdirectlyaffectedthecompany'sprofitability.
Marketingresearchcoordinatorwasatechnicalsupportpositionabackroomjobfarremovedfrom
thecompany'sbottomlineactivities.Marketingresearchwasnottheroutetotopmanagementinmost
organizations,Beauportthought.Shehadbeensidelined.
Afteralongsilence,BeauportmanagedaweakThankyou,Mr.Gilman.Shewastoobewilderedto
protest.Shewantedtocollectherthoughtsandreflectonwhatshehaddonewrong.Also,shedidnot
knowherbosswellenoughtobeopenlycritical.
GilmanrecognizedBeauport'ssurprise,whichhenaturallyassumedwasherpositiveresponsetohearing
ofthiswonderfulcareeropportunity.He,too,hadbeendelightedseveralyearsearlierabouthis
temporarytransfertomarketingresearchtoroundouthismarketingexperience.Thismovewillbegood
forbothyouandHyDairies,saidGilmanasheescortedBeauportfromhisoffice.
Beauportwaspreoccupiedwithseveraltasksthatafternoon,butwasabletoconsidertheday'seventsthat
evening.ShewasoneofthetopwomenandfewminoritiesinbrandmanagementatHyDairiesand
fearedthatshewasbeingsidelinedbecausethecompanydidn'twantwomenornonwhitepeopleintop
management.Herpreviousemployerhadmadeitquiteclearthatwomencouldn'ttaketheheatin
marketingmanagementandtendedtoplacewomenintechnicalsupportpositionsafterabrieftermin
lowerbrandmanagementjobs.ObviouslySydGilmanandHyDairieswerefollowingthesamegame
plan.Gilman'scommentsthatthecoordinatorjobwouldbegoodforherwasjustanicewayofsaying
thatBeauportcouldn'tgoanyfurtherinbrandmanagementatHyDairies.
BeauportnowfacedthedifficultdecisionofwhethertoconfrontGilmanandtrytochangeHyDairies'
sexistandpossiblyracistpracticesortoleavethecompany.
DiscussionQuestions
1. Applyyourknowledgeofstereotypingandsocialidentitytheorytoexplainwhatwentwronghere.
2. Whatotherperceptualerrorisapparentinthiscasestudy?
3. Whatcanorganizationsdotominimizemisperceptionsinthesetypesofsituations?
WebExercise:DIVERSITY&STEREOTYPINGONDISPLAYINCORPORATE
WEBSITES
PurposeThisexerciseisdesignedtohelpyoudiagnoseevidenceofdiversityandstereotypingin
corporatewebsites.
MaterialsStudentsneedtocompletetheirresearchforthisactivitypriortoclass,includingselecting
oneormorelargeormediumsizedpublicorprivateorganizationsandretrievingsampleimagesof
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