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? Visit casenet.ca for more free, open access decision focused video teaching cases from Acadia University.