Reference no: EM132695588

Following the passage of the Tax Cuts Act by the US Congress in late 2017, several large corporations announced the offering of employee bonuses and other incentives to their employees as a good faith gesture of passing on parts of the tax gains to employees. In early 2018, United Airlines Holdings Inc. (United Airlines) offered a lottery system of employee rewards and incentives instead of the more traditional employee bonus package.

However, United Airlines' plan quickly backfired and resulted in public humiliation for its top executives. Based on the information discussed in Chapter 6 of Zikmund et al. (9th ed.) textbook:

1. How would you categorize the business orientation of United Airlines?

2. If you were the top executive at United Airline, would you have authorized a study to identify the proper employee incentive structure prior to making an announcement.

3. If you were tasked with conducting research to recommend United Airlines on its bonus policy, how would you define the problem?

4. After reviewing Chapter 6, list a few (at least two [2]) questions that your research will attempt to answer.