Jill Avery

Discount retailer Dollar Bill’s has been struggling to maintain its margins over the past two years because of inflationary pressures, delays on imported goods, and decreased foot traffic. Now the board has asked CEO William Fisher Jr. to develop a strategy for raising prices. William worries that raising prices will hurt the company’s reputation and alienate customers, but he recognizes that something has to change. Should Dollar Bill’s maintain the dollar price point by reducing product quanti…