Using the behaviour-driven concept together with agency theory, any contribution towards the
creation and increase of value for shareholders, employees, customers and the public should
be rewarded and encouraged. Social norms and fairness of pay have been subject to on-going
public debate during the financial crisis, and are thought to have impacted strongly on
executive pay (Krugman, 2005). The existing knowledge on the topic is consolidated as well
as investigated empirically through a case study. The results of the research include the
factors that are crucial to successful compensation and a thorough understanding of them.