The case study indicates disparities in relation to the offers made to potential car buyers visiting dealerships in Chicago area (Bell, 2011, p. 138). Blacks and white female ‘testers’ were charged more than white males. If the results of the study, including the names of the dealers and their locations, are made public, the entrepreneurs may lose many customers. The businesses may lose the market segment made up of blacks and white females (Bell, 2011, p. 138).
In addition, the dealerships may face discrimination charges. As a result, the enterprises are likely to incur huge losses in terms of legal representation and compensation to plaintiffs. In addition, rivals may capitalize on this disclosure by offering competitive prices to the buyers. As such, they will be in a position to attract the individuals discriminated against by the dealerships. Consequently, the investors will only be left with the market made up of white men.
To avoid discrimination from the dealers, ladies and black buyers may seek the company of a white man when visiting the dealership. Since male whites are not discriminated against, the move will ensure that the potential customer is treated well by the sales persons (Bell, 2011, p. 138). Lawsuits against such dealerships can also help reduce the number of discrimination cases. The black community can file legal suits against the companies with the hope that they will not be discriminated against in the future. White ladies who wish to purchase new cars can also do so through their husbands, sons, and male friends as long as these significant others are white. In addition, they can file a lawsuit citing gender discrimination.
References
Bell, M. (2011). Diversity in organizations (2nd ed.). London: South-Western Cengage Learning. Web.