Report shall cover the following: • Definition of Organizational Commitment and Withdrawal Behavior • Describe Types of Commitment • Develop a holistic Organizational Commitment approach for Ernst & Young in the Middle East, including its implementation in the Middle Eastern offices. The main challenges at EY regarding commitment are that employee usually do not stay longer than 3 to 5 years as they have to travel frequently and have long working hours.
brand image and its brand equity; due to this, they end up making independent decisions that are not suitable for the whole company. Although keeping customers and internal employees satisfied is a pinnacle for any business success, ensuring external employee happiness has also never been a priority for Uber. In fact, Uber failed to realize that happy drivers would mean efficient employees, better work cultures that translate to happier customers. Mistreatment of its drivers and the video going viral (Exhibit 11) are some of the factors that led to the deterioration of its brand over years as the loss of drivers led to slower growth rate compared to its competitors Lyft (Exhibit 3). Hence, these negative reviews and mistreatment of drivers can be a threat for Uber by affecting future driver’s ability to drive for Uber and instead drive for competitors, which can hurt the company’s brand equity (no one wants to be involved with immoral company) as the drivers are the main channel for bringing sales and connecting with users. Due to this, Uber lost $1.27 billion in first half of 2016. Keeping employees satisfied is important but Uber losing 400,000 drivers mean more cost of hiring new replacement drivers, which can be time consuming and will inevitably increase Uber’s expenses. This loss was due to drivers being unsatisfied because compared to the competitors like Lyft uber drivers did not have a tip app and as a result they were required to work long extensive hours each week to make up for it due to most Uber users not having cash on hand. For instance, in order for a driver now to make $50,000, the breakeven point for the drivers to drive to reach this point is 60.21 trips each week (exhibit 15). This can put a lot of stress on the drivers and provides drivers with fewer opportunities to grow within Uber, which results in frustration for drivers. As a result, Uber’s weakness of not compensating the drivers to keep them satisfied is another reason for leaving Uber as they can get much higher pay through working with Uber’s competitors which means higher turnover rate. For Uber the opportunity to get back on a steady growth lies in their ability to further prevent losing their drivers because without drivers Uber would cease to exist in future.If consumers and drivers were to continue to share their frustrating experience with Uber, these bad information streaming in social media networks can affect the perception that people feel about the brands which can deteriorate its brand for long period of time (Exhibit 5). Through CSR, firms can build their reputation, competitiveness; drive innovation and thus leading to sustainable profits, which Uber f>GET ANSWER