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26 Nov 2019

of the above information, what is most important in your design of a sales incentive plan for the three sales staff? how does the information affect your plan design?

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Supposed that you represent the shareholder board of Apple Inc. and decide to elicit high CEO effort to help the company:

A) What will be your incentive contract plan (e.g. bonus, stock option…etc.)?

B) Given your answer in a, if Apple does not perform as expected, what criticism of the incentive contract plan can you see

Specific Electrics Co. asks you to implement a pay-for-performance incentive contract for its new CEO and four EVP's on the Executive Committee. The five managers can either work really hard with 70 hour weeks at a personal opportunity cost of $200,000in reduced personal entrepreneurship and increased stress-related health care costs or they can reduce effort, thereby avoiding personal costs. The CEO and EVP's face three possible random outcomes: the probability of the company experiencing good luck is 30 percent, medium luck is 40 percent, and bad luck is 30 percent. Although the senior management team can distinguish the three "states" of luck as the quarter unfolds, the Compensation Committee of the Board of Directors (and the shareholders) cannot do so. Once the board designs an incentive contract, soon thereafter the good, medium or bad luck occurs, and thereafter the senior managers decide to expend high or reduced work effort. One of the observable shareholder values listed below then results.

Good Luck Medium Luck Bad Luck

High Effort $1,000,000,000 $800,000,000 $500,000,000

Reduced Effort $800,000,000 $500,000,000 $300,000,000

Assume the company has 10 million shares outstanding offered at $65 initial share price, implying a $650,000,000 initial shareholder value. Since the EVP's and CEO effort and the company's luck are unobservable to the owners and company directors, it is not possible when the company's share price falls to $50 and the company's value to $500,000,000 to distinguish whether the company experienced reduced effort and medium luck or good luck and reduced effort or high effort and bad luck. Similarly, it is not possible to distinguish reduced effort and good luck from high effort and medium luck.

Answer the following questions from the perspective of a member of the Compensation Committee of the Board of directors who is aligned with shareholders' interests and is deciding on a performance-based pay plan (an "incentive contract) for the CEO and EVP's.

1. What is the maximum amount it would be worth to shareholders to elicit high effort all of the time rather than reduced effort all of the time?

2. If you decide to pay 1 percent of this amount (Question 1) as a cash bonus, what performance level (what share price or shareholder value) in the table should trigger the bonus? Suppose you decide to elicit high effort by paying a bonus should the company's value rise to $800,000,000. What two criticisms can you see of this incentive contract plan?

3. Suppose you decide to elicit high effort by paying a bonus only for an increase in the company's value to $1,000,000,000. When, and if, bad luck occurs, what two criticisms can you see of this incentive contract plan?

4. Suppose you decide to elicit high effort by paying the bonus when the company's value falls to $500,000,000. When, and if, bad luck occurs, what two criticisms can you see of this incentive contract plan?

5. If the bonus compensation scheme must be announced in advance, and if you must pick one on the three in questions 2, 3, and 4, which one would you pick and why? In other words , under incomplete information, what is the optimal decision by the Board's Compensation Committee (CC) dedicated to act in the shareholders' best interest?

6. Audits are basically sampling procedures to verify with a predetermined accuracy the sources and uses of the company receipts and expenditures; the larger the sampling, the higher the accuracy. In an effort to identify the share price that should trigger a bonus, how much would you, the CC, be willing to pay an auditing consultant who could sample the expense and revenue flows in real time and deliver perfect forecasting information about the luck the firm's sales force is experiencing? Compare shareholder value with this perfect forecast information relative to the best choice among the bonus plans you selected in question 5. Define the difference as the Potential Value Perfect Forecast Information.

7. Design stock option-based incentive plan to elicit high effort. Show that one million stock options at $70 exercise price improve shareholder value relative to the best of the cash bonus plans chosen in Question 5.

8. Design an incentive plan that seeks to elicit high effort by granting restricted stock. Show that one half-million shares granted at $70 improves shareholder value relative to all prior alternatives.

9. Sketch the game tree designing this optimal managerial incentive contract among the alternatives in question 2, 3, and 4. Who makes the first choice? Who makes the second choice? What role does randomness play? Which bonus pay contract represents a best reply response in each endgame? Which bonus pay contract should the CC of the Board select to maximize expected value? How does that compare with your selection based on the contingent claims analysis in questions 1-8?

Companies need to plan for the future to ensure their success - just like you do. They often will create a budget in September for the following calendar year. How does the percentage of sales approach help them to determine their next year's budget? Why is that important?

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