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Merville Lynch 2

In this multimedia case Merville Lynch, CEO of Barbados based Merville Lynch Productions faces a challenge. The issue was that on one occasion his company and that of his key competitor were pursuing the same major client. Merville discovered that the competitor was lowering his fees to bring in this client. So he decided to lower his fees as well. It became a back and force battle. He wanted to gain more clients but he did not to grow his company by lowering his standards. So the challenge was what to do?

Interviewee

Mervill Lynch

Company

Industry

Business Activity

Merville Lynch Productions Inc. 

Television Production

Information and communication

Headquarters

Bridgetown, Barbados

Size

Small

Employees

Fewer than 25

Less than $1 million

Yearly Revenue

Private Company

Type of Entity

Subject

Marketing

Level of Difficulty

Easy

Enhance pricing strategy knowledge

Teaching Objectives

Keywords

Bidding War

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