When Dr. Kimberly Severt, professor at the University of Central Florida’s Rosen College of Hospitality Management, was in the thick of researching corporate incentive programs for the Incentive Research Foundation a couple of years ago, she was struck by the fact that incentive qualifiers were usually referred to as “winners.” “When I looked at the qualification criteria, and spoke to ‘winners’ and ‘non-winners,’ I thought, it’s no wonder the public has a misperception about incentive ...

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