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

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

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

Given your answer in a, if Apple does not perform as expected (say iPhone X is not popular), what criticism of the incentive contract plan can you see?  

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