Hy's Dairies Case Study Essay

The Social Identity theory (SIT) was proposed by Henry Tajfel. It was then later developed by Tajfel and Turner in 1971 to help them understand inter group relations. The Social Identity theory assumes that individuals strive to improve their self-image by trying to enhance their self-esteem, through social (in and out groups) and personal identities. There are 4 main concepts within the social identity theory all of which will be discussed in the essay.

1. Gilman has assumed that because he held the position and it had been beneficial in his advancement within Hy Dairies that this is the best route for all employees looking to achieve that goal.

I know Tony and his team have been diligently working with Hy-Vee folks in Account Management and potential future sale; meanwhile, we still have a very high number of interventions with majority of Hy-Vee stores. I would like to kick off a Market Management for this customer soon to drive to our cost while helping Tony with his objectives. After all, he can’t use WM for reference which this only left him with Cabela’s, Hy-Vee, Whole Foods, and United. We want all of these customer to be elevated with our lever of service. Of course, our Market Management scopes will include:

Ottawa Valley Food Products (OVFP) is a company which manufactures and distributes low calorie and diet food items. The employees at OVFP consist of 100 production workers and 18 management and support staff. R J Jennings is amongst these individuals and has worked for OVFP for 31 years. Even though he is able to retire, Jennings does not wish to do so any time in the near future.

Social identity theory proposed by Tajfel & Turner (2004) is a theory of group membership and behaviour which has made significant contributions in explaining in-group favouritism, out-group denigration, competition and other interactions of an individual among social groups (Korte, 2007; Brown, 2000; Tajfel & Turner, 2004). Social identity theory can be defined as an individual’s sense of who they are based on the group that they belong to through a process of self-categorisation and depersonalisation (Tajfel & Turner, 2004). In this essay, I will define social identity theory through its three mental processes involved in group evaluation which are: social identification which is a process whereby we are placed into certain

Social identity is a theory which explains how people develop a sense of belong and membership to a group. Individual’s social identity is part of their self-concept which derives from their knowledge of their membership of a social group together with the emotional significance attached to that membership (Forsyth, 13). People are influenced on the group they belong to. Belonging to the in-group makes a person feel good because they belong somewhere in this group and allows them to feel important. The out-group is where people feel to be, they do not belong to a group and have feeling of exclusion and are often times treated more harshly than someone who belongs to the ingroup. This bias of favoring the ingroup relative to the outgroup leads to false impressions being made and stereotypes forming. Stereotypes help us navigate the world around us by providing a quick representation of what we think a person is like. This does not mean our perceptions are always correct and occasionally, this quick mental shortcut can get us into trouble. For example, the film 12 Angry Men stereotyping was rampant among the jury. When a stereotype is used it can cause a disruption of procedures. Instead, of inspecting all the evidence with an objective eye a bias can allow for systematic

The social identity theory is a theory developed by Henry Tajfel, in which Tajfel believes that who we are socially determines how many positive feelings we have towards ourselves. Basically, if we like where we stand socially, then we will like who we are and display happiness. In this theory, Tajfel labels the “in group” and the “out group” and says that we will always compare our “in group” to another’s “out group.” By comparing these groups, we develop a better personal view on ourselves (King, 2009). A big factor of the social identity theory is that the groups will tend to critique the differences of the groups, and overlook the similarities. A modern day example of the social identity theory would be your everyday high school cheerleaders versus band members. The cheerleaders think of themselves as the queen bees of the school,

We each have a unique personality that no one else can match perfectly but our social identity is a way to connect to other through our similar characteristics. King (2012) states “Social identity is the way individuals define themselves in terms of their group membership” (pg. 428). We all have titles we carry with us like being a mother or father, a daughter or son, and even a sister or brother the list can go on and on. Within these individualities we have a

Foods Fantastic Company is a public company which mainly operating regional grocery store in Maryland. This Company relies on application programs, such as bar-code scanner, to entre sales to the system. The FFC majority depends on the computer system to run their business. Based on this situation, the Information General Controls review is necessary for this company as the reason that ITGC is the foundation of every categories of the internal control.

Now moving on to social identity, it is important because it is an ingredient for social discrimination. In order for people to discriminate they have to belong to a group. Social identity theory suggests that people "remain loyal when they feel that their organizations have same values and appreciate them" (Tyler, 1999, p. 235). However, social identity theory maintains that when people feel that their organization values and appreciates them, it is a sign of organizational respect for them or of their high status within the organization (Tyler). High status is likely to increase people's organizational commitment because it enhances their social identity (Tyler). Therefore, social identity is reflected in people's self-esteem (Chattopadhyay, 1999).

Peter Browning’s job is to revitalize a mature business in the face of serious competitive threats, but without discouraging the loyalty and morale of a family style culture. Market share of plastic bottles was growing fast and White Cap is losing customers due to that, so a change is necessary. However, few managers or employees at White Cap acknowledged the need for change and were resistant to change. Employees have been accustomed to a culture of little change, and consisted of years of rituals, ceremonies and traditions set by the White family. They are extremely loyal due to their expectation of job security and generous benefits. Browning was asked by Continental to

Social identity theory, it is a person’s sense that is based around the group they are in, either by their personal identity or with different kinds of social identities. That is, people will try to improve their own image of themselves. The theory was proposed by Henri Tajfel. People can increase their self-esteem by both their own achievement and interaction with a successful group of people. This shows the importance of social belonging. This theory is based around three mental processes, social categorization, social identification and social comparison.

The sales volume and market share of Hy Dairies’ gourmet ice cream brand 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. Based on his own career experience, Gilman was very much convinced that the marketing research coordinator job would provide Beauport with greater career potential with Hy Dairies. However Rochelle Beauport, being one of the top women and few visible

Article 10: Corporate marketing myopia and the inexorable rise of a corporate marketing logic: Perspectives from identity-based views of the firm

In the second stage, social identification, we adopt the identity of the group we have categorised ourselves as belonging to. If for example you have categorised 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 group membership. Again, Gilman had identified himself and Beauport as Hy Dairies’ member that was not true for Beauport who was very new and in different job hierarchy unlike Gilman. Thus, she did not identify herself with Hy dairies and Gilman.