The board of directors of Mystery Entertainment, Inc., wants the CEO to boost return on equity (ROE). During a recent interview, they announced their plan to improve the firm’s financial performance. They will raise the prices on all of the company’s products by 10%. They justify the plan by observing that ROE can be decomposed into the product of profit margin, asset turnover, and financial leverage. By raising prices, it is believed this will increase the profit margin and thus ROE. Is this reasonable? Explain your answer.

Corporate Fin Focused Approach
5th Edition
ISBN:9781285660516
Author:EHRHARDT
Publisher:EHRHARDT
Chapter12: Corporate Valuation And Financial Planning
Section: Chapter Questions
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The board of directors of Mystery Entertainment, Inc., wants the CEO to boost return on equity (ROE). During a recent interview, they announced their plan to improve the firm’s financial performance. They will raise the prices on all of the company’s products by 10%. They justify the plan by observing that ROE can be decomposed into the product of profit margin, asset turnover, and financial leverage. By raising prices, it is believed this will increase the profit margin and thus ROE. Is this reasonable? Explain your answer. 

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