One accepted solution to a cash shortage is limiting investment to a level that can be supported by available funds. Models of capital budgeting under conditions of capital rationing illustrate the limitedinvestment solution. However, managers can take other actions to alleviate a shortage of cash, but these alternatives, including increasing price or restricting credit to customers, have not been adequately evaluated in the financial literature. Instead, managers have had to rely on intuition and experience to estimate the possible consequences of their actions. Unfortunately, two factors greatly complicate the design of financial policies by this means. First, the multiplicity of influences on a firm's cash flow greatly complicate analysis. Many complex interactions are inherent in a firm's accounting structure, debt-maturity structure, and tax and dividend payments. Moreover, a policy change often produces opposing effects on cash flow; e.g., an increase in price increases the cash flow from a unit sale but also reduces the number of unit sales, thereby also lowering the required supporting investment in productive assets. As another example, a reduction in credit period may not only decrease the delay between the time of a sale and the resulting cash inflow,but also may lower the volume of sales. Interactions between sales and cash flow are further complicated because a firm's level of sales is determined not only by the price of its product or its credit terms, but also by the availability of competing products. Consequently, the net effect of a price (or credit period) change also depends on the change in relative product availability following the initial increase or decrease in unit sales.
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