Success relies on the choices or decisions we make, the right decisions can bring success and wrong decisions can cause disaster. Perception plays a very important role in the decisions everyone makes. People make decisions every day based on the perceptions they interpret. We perceive people, situations, and so forth with our own senses. However, what one perceives is not always accurate. People’s perceptions can be misleading and can cause negative effects. Perception could cause people to make wrong decisions based on non-factual information. Case Study 3. 1, Hy Dairies LTD The selected study is about Hy Dairies LTD.
, a gourmet ice cream brand. The sales volume and market share of Hy Dairies had picked up significantly over the past two quarters compared with the previous year. As the vice president of marketing at Hy Dairies, Syd Gilman credited this achievement to Rochelle Beauport, the assistant brand manager at the time, and decided to reward her with a newly vacated post of marketing research coordinator. Syd, based on his own career experience, was very much convinced that the marketing research coordinator position would provide Rochelle with greater career potential with Hy Dairies.
However, Rochelle is one of the top women and few visible minorities in marketing management at Hy Dairies. She was shocked rather than excited by the job transfer proposal, as she had expected to be promoted. Rochelle enjoys her current position; she views her job more challenging with a direct affect on the company’s profitability. She views the new position more as a backroom job and even as a possible demotion and is not the route to top management in many organizations. What symptoms exist to suggest that something has gone wrong?
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There were some key observable signs that indicate something has gone wrong when Syd Gilman reviewed Rochelle Beauport annual performance. Syd was so fixated that Rochelle would like the marketing research coordinator position, he failed to recognize Rochelle’s reaction to the news and misperceived her somewhat negative reaction as a positive one. In contrast, Rochelle had different perceptions and expectations that lead her into a tough decision making process of whether to confront Syd on what she perceived as a possible discrimination issue as she was a visible minority or just leave the company.
What are the root causes that led to these symptoms? Two interesting pieces of the problem apply to this case: 1-Social identity theory (McShane & Steen, 2012, pp. 35) applies to this case. Rochelle has an explicit sense of her social identity as a woman and member of a visible minority in a management position. Rochelle’s immediate thought on the marketing research coordinator position was that this job is a technical support position, in other words a “backroom” job, a bottom-line activity, marketing research position was not the route to top management in most organizations.
She was one of the top women and a visible minority at Hy’s and she thought she was being sidelined. 2-Stereotyping (McShane & Steen, 2012, pp. 57), there are evidences that this case involves stereotyping. Syd who is a white male, worked at Hy’s for some time and holds a high ranking position within the company. In contrast, Rochelle who is a female, visible minority woman who holds a middle management position within the company. These two have two characteristic backgrounds, two different professional paths and work experiences.
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After Syd’s new position proposal, Rochelle views him, just like she viewed her previous employer; as a typical sexist and racist male who believes woman “could not take the heat” in the company’s marketing management. What is other perceptual error apparent in this case? False-consensus effect (McShane & Steen, 2012, p. 63), or similar to me effect. There is evidence of this error within this case. Syd assumed that Rochelle’s surprised reaction was due to the wonderful career opportunity he was presenting her, as a similar opportunity to his own.
It was a positive experience for his career, as he is now the vice president of the company. He seems or believes that he is providing her a good career opportunity for her further advancement. Conclusion Humans automatically perceive the world around them. One vital perception in the functionality of an organization is the management’s perception on employees. Management has essential roles within each organization. They are the ones that take control and make vital decisions. Managers control the organization’s behavior.
Thus, managers are required to make the best possible decisions to profit their organization. What Makes an Effective manager? There are a few of the qualities of great leaders that you can learn and practice. Having sharp perception is one of these qualities. Good managers have an easy level of honest communication with their teams and their peers, and a thorough understanding of how they are perceived. In order to make the best decisions, managers need to avoid problems associated with “percept” distortions. Managers need to gather as much factual information as they can before making a decision.
Every decision a manager makes effects organization behavior. If a manager makes negative decisions the employees will not be satisfied. Unsatisfied employees equal less company productivity (Baron Research Group, 2003, p. 3).
In conclusion, Syd should try to provide more detailed fact with his offer and be more openly free to talk towards Rochelle. In addition, Rochelle should try to listen with an open mind. She should ask questions and request details of how this is a going to be a career potential for her, rather than makes her decision based on her past experience.
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