Well, in Norm's defense, an associate may be an employee, but an employee may not always be an associate. I think the boss still has that option, and those that don't have lost control.
I've seen many instances where the boss was the dog wagged by the "associates" and it seldom results in good productivity. I ran a very successful business for 25 years, treated my employees with the respect they deserved...or didn't...and did what bosses do....kept order and maintained standards that would lead to a profit and satisfied customers that would return over and over. Far too many of those "associates" were mostly only interested in Fridays....pay day!
There are many ways to lead, but a boss must lead or he/she is just another "associate". I don't see many "associates" in the military.....and they seem to get the job done when allowed......that "when allowed" is when they are not stifled by "associates" from above.
I have a hard time visualizing Gen George Patton addressing his soldiers as "associates", but his being a great leader is undeniable. Respect from his men is legendary....and they won when called on to perform.
That's my view...others may vary with it.
Regards!