CASE STUDY - HY DAIRIES, INC.2Case Study - Hy Dairies, Inc.Rochelle Beauport, one of the few women of color at Hy Dairies. She was the role ofan assistant brand manager. After her efforts, the sales volume and market share of Hy’sgourmet ice cream had increased significantly over the past two quarters compared with theprevious year. Syd Gilman as the vice-president of marketing at Hy Dairies, Inc. was pleasedwith this achievement. He appreciated Beauport’s hard-working over the past year. Therefore,he wanted to offer a new position, market research coordinator, to her. He thought it wouldbe a great opportunity that she can try different working-class and learn broader experiencesin her career life. Beauport also saw the sales figures and looked forward to meeting withGilman. However, she was shocked about the position transfer. She enjoyed the brandmanagement, including the challenge of controlling a product that directly affected thecompany’s profitability. Marketing research coordinator was a technical support position—a “backroom” job. Also, it was not the route to top management. She feared that she wasbeing sidelined because the company didn’t want the few women of color to be the upper-level executives. Her previous employer said that women “couldn’t take heat” in marketingmanagement, so women were arranged to the technical support positions after a short timein lower brand management jobs. Nevertheless, from Gilman's side, he recognizedBeauport’s surprise was a positive response. Because he felt delighted several years earlierwhen he got the chance about the temporary transfer to marketing research. Beauport was
