Description
For this assignment, please review the Module 2 Assignment case study, and then answer questions 1, 2, 3, & 4 only.
not just answer the questions, write a paper for those four question that should include answer and your analysis.
5-6 pages, MORE THAN 3 reference. No Copy.
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Explanation & Answer
Attached.
Running head: MARKETING CASE WRITING
Marketing Case Writing
Institutional Affiliation
Date
1
MARKETING CASE WRITING
2
Introduction
American International Group is a financial and insurance company which received much
attention in 2009 when it paid retention bonuses worth $ 165 million to the employees of its unit
of Financial Products. The Financial Products unit had recording losses which threatened the
shutdown of the company. In order to retain the talented employees, AIG came up with a
retention bonus plan which highly favored the Financial Products employees whereby they
received huge retention bonuses mounting further its financial losses. Luckily, government
bailout saved the shutdown of the company. This paper explains the varieties of work behaviors
which were intended to be encouraged by AIG through the plan of bonus retention. The paper
also discusses the needs which seemed important to the employees of the unit of Financial
Products at AIG. The paper also explains the relationship of the company with the employees of
the unit of Financial Products at AIG by using individual-organizational relationship exchange
model. Finally, the paper discusses the motivational theory which is relevant in understanding
the employees of the unit of Financial Products reaction towards the plan of bonus retention at
AIG.
The varieties of work behavior aimed to be encouraged by the bonus plan
The plan of bonus retention at AIG aimed to encourage the behaviors of their workers in
order to continue working for the company. The first important behavior at the workplace which
AIG intended to encourage is loyalty to the company (Chetri, 2011). Since the unit of Financial
Products was being closed after continuously making losses, AIG had to propose the plan of
bonus retention for the company to maintain their employees until the unit of Financial Products
would be completely closed. According to an article in the Washington newspaper, the bonus
retention plan was assuring the employees of the unit of Financial Products that AIG was willing
MARKETING CASE WRITING
3
to honor the contractual obligations with the aim of keeping the employees loyal to the AIG
despite their future of working for the company being unknown.
Through the plan of bonus retention, AIG also had the in...
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