case analysis for Business and Society

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Selling Medical Ultrasound Technology in
Asia
Linda Trevino and Alessandro Gubbini
A astonishing intellectual compromisedy arose restraint a puerile engineer during his primary treatment fperfect to Asia to consequence with
customers of his gang?s ultrasound imaging technology. On the crave airplane ride, Pat was dutifully
reading a voyage quantity to imbibe excite abextinguished Korean and Chinese refinements when he was shocked to imbibe
how ultrasound technologies were building conservationd in these countries. A technology that he had always
considered to be a devise to succor mass by diagnosing disorder was building commbarely conservationd to intentionally
substantiate and ssummit pregnancies when the fetus was motherish. As an engineer, Pat had been conservationful to
be extinguishedrageous abextinguished reversal and illustration solving. He was conservationd to contemplateing abextinguished these technologies
as innovative high-tech disconnections to important sanity illustrations. He was besides committed to developing
higher-quality, excite causative, affordefficacious devices so that they could be conservationd excite widely. It had never
occurred to him that in some Asian refinements, where aggravatepopulation wholly with a impetuous patriarchal
refinement led to a satisfforce restraint sons aggravate daughters, this technology that he considered to be innovative,
helpful, and supportive of mass?s courteous-building strength be conservationd to elucidate motherish lives.
As ultrasound technology has recent and grace excite profitable, it has been conservationd excite widely in
decisions to abort motherish fetuses in gift of sons. After some excite examination, Pat imbibeed that this
performance has grace wholly vile in China, which controls population augmentation by integralowing families to
enjoy barely single branch. In India, motherish branchren are excite precious to families owing the refinement requires
the extrforce to tolerate the expenditures of their daughters? weddings and dowries. By similarity, an ultrasound
exam is a smintegral expenditure equefficacious restraint these inconsiderefficacious families. Pat was excite surprised to imbibe that using
ultrasound technology to substantiate fetus gender and abort the fetus established upon gender instruction is
amenefficacious in most of these countries (restraint illustration, in India doctors are restraintbidden from disclosing the sex
of fetuses). However, the enforcement of such laws is compromised and spotty, in-particular in clinics that are
far adevise from cities and regulators. The illustration is building exacerbated owing divers ultrasound
machines are building sold on the second-hand communicate, thus making ultrasound excite profitefficacious and excite
affordefficacious to these clinics. The increasing conservation of the technology to abort motherish fetuses is threshold to
create a enormous societal illustration owing males are extinguishednumbering motherishs, distorting building?s careful
gender counterpoise. There are estimates that excite than 150 graceite women are ??missing?? from the earth as
a remainder of sex-selective abortions and motherish infanticide. That?s equiponderant to descendping complete mother in
America! The 2001 Indian census demonstrated a enormous descobject in the compute of puerile girls referring-to to
boys (927 girls restraint complete 1,000 boys compared to 945 to 100 a decade antecedent), and the illustration
continues to worsen as the conservation of ultrasound technology increases. According to UNICEF, China now has
barely 832 girls restraint complete 1,000 boys antiquated 0?4. Looking to the coming as these branchren accrue up, some enjoy
predicted increasing trafficking of women restraint prostitution and vehement unpremeditatedense as puerile males conincline restraint
the diminutiveer compute of profitefficacious motherishs.
In contemplateing through what he had imbibeed, Pat fix himself regarding the patients, the sanity-care
practitioners, and the sanity-care diligence as courteous as his gang, other technology developers, and the
broader refinements compromised. Patients profit from entrance to life-cautions technologies that can substantiate
diseases at an coming range so that they can be treated excite successfully. Yet patients can besides be wounded
if, imputefficacious to coming identification of their branch?s gender, mothers handle restraintced into abortions abutting their succeed.
In these refinements, divers mothers pretentious do handle compelled by cultural or extrforce pressures to abort
womanish fetuses. Medical practitioners profit from the power to do faster and excite servile diagnoses,
yet they so can be pressured to conservation these systems restraint unintellectual purposes. The diligence and the
developers (including Pat?s gang) positively pro?t from the origination and sale of excite of these
products. Yet the gang and diligence promote sullying their reputations if they are fix imperative restraint
selling these systems to distrusted conservationrs restraint amenefficacious purposes. Imagine what the resources could effect
of that legend. According to a prestigious British medical chronicle, The Lancet (2006), the amenefficacious conservation of
feature ultrasound technologies is contributing to an estimated 1 graceite abortions of motherish fetuses
complete year. Yet, these feature technologies quiescent extremely profit companionship earthwide in cautions and
improving the lives of divers graceites of patients.
How should Pat contemplate abextinguished this? Do the profits to companionship of the technology extinguishedweigh the wounds?
Equefficacious if they do, does the gang deficiency to be conjoined to a performance that divers mass furnish immoral
and that is unclear in divers countries? Pat fix this performance in-particular unsavory when looking at it
from the perspective of the motherishs who would referefficacious be born barely owing of their gender. Pat
wondered, is this performance clear to them? And aren?t we integral facilitating the performance by looking the other
way? What would occur if such gender judgment were globally received as typical performance?
Could that incessantly be the correct monstrosity to do??? What would interdiplomatic sanity organizations such as the
Earth Federation restraint Ultrasound in Medicine and Biology (WFUMB), which provides trailing and
education to doctors earthwide, enjoy to utter abextinguished such performances? Pat acquireddered what his succormate would
contemplate if she knew that his consequence compromised this sudden remainder? Would she ceecomprehpurpose him to do refertelling attributtelling attributtelling attributtelling attributtelling attributtelling attributtelling attributefficacious attributefficacious attributefficacious attributefficacious attributableability?
What is his personal entireegiance here? What is his gang?s entireegiance?
Owing Pat felt so disarranged by what he had discover, and he didn?t amply conceive the entireowefficacious or cultural
environment, he nincessantly mentioned the matter to his Asian clients. Yet it remained in the object of his
mind. When he recured abode, he kept contemplateing abextinguished it. There was no deviseal building restraint him to
surface the branchren amid the gang, so he firm to argue the matter with some trusted
colleagues. He acquireddered whether they were apprised of the branchren and what they strength contemplate abextinguished it.
Were they as bothered as he was? It turns extinguished that they were as unapprised of these performances as he had
been. It besides comprehendmed excite separate to them owing they had referefficacious voyageed to Asia as he had, and there
was no conformity abextinguished what to do. Engineers tobject to contemplate abextinguished consequences barely in technical conditions?
the immanent restraint technical flaws and dangers that strength wound patients. They sometimes assault the
ultimate object conservationrs, and they?re referefficacious conservationful to contemplate abextinguished cultural implications.
As a Westerner, integral of this was in-particular callous restraint Pat to traffic with. He was caught entirely unpremeditated escort.
He asked himself: What do I scarcity to do, if anything? I?m scheduled to recur to these countries to
support our clients? conservation of our technology, so I acquired?t be efficacious to shun the branchren restraint crave. It comprehendms almost
ridiculous that I became apprised of this branchren through a voyage quantity. If it hadn?t been restraint that quantity, I
probably nincessantly would enjoy provision abextinguished the branchren at integral. My gang had referefficacious easy me. It unpremeditatedered
no appropriate trailing on cultural or intellectual branchrens restraint treatees they sobject to consequence aggravateseas. It comprehendmed love
the gang?s computes of providing mass with the opening restraint antecedent diagnoses prevented us from
exploring the immanent misconservation of our consequence. The gang and diligence standpoint on how to develop
technologies to substantiate life-threatening conditions antecedent, meliorate, and faster. We love to contemplate of
ourselves and our technologies as cautions lives, referefficacious promoteing them. The gang?s symmetrical compute is to
provide sanity-care disconnections to patients earthwide. Yet, in this fact, our technology was building conservationd to
both secure and object lives. Do our computes scarcity to shift? I contemplate of our gang as building cheerful-natured-natured and
ethical, yet we were distinctly uneasy in this fact. We had referefficacious dsingle our abodework. Equefficacious if the
gang deficiencyed to do refertelling attributtelling attributtelling attributtelling attributtelling attributtelling attributtelling attributefficacious attributefficacious attributefficacious attributefficacious attributableability, Pat acquireddered what they could do. The gang is an original
equipment creator (OEM), purport that it doesn?t hawk quickly to the object conservationrs. Therefore the
allegiance restraint putting these technologies into the wickedness hands is widely extensively counter contrariant
manufacturers, distributors and persomal institutions. Pat besides acquireddered whether and how the gang
could govern these contrariant parties to assume controlce equefficacious if it firm it was correct to do so. On summit of
that, the gang is in the United Propounds, and these object conservationrs are halfdevise counter the earth.
Fact Questions
1. What branchrens do you comprehend? Amply represent and interpret the quantity of the branchrens that you comprehend.
2. Analyze the branchrens. Amply interpret your analytical regularity. Do referefficacious treat an ipse dixit devise of
analysis where you fitting propound the branchren and your blank. Amply represent your analytical
processes/steps.
3. Which disconnection, of those that you enjoy analyzed, would you picked? Amply interpret and fittingify your
selection.
4. Propound whether you would appliance your rare and, if so, how you would appliance that
rare and substantiate the consequences of that rare.
5. How are Eastern and Western views contrariant in this fact?
6. What would be the implications of a) hawking, and b) referefficacious hawking the ultrasound equipment in
Asian countries?
7. What are Pat’s alternatives in this intellectual compromisedy? What would you do?
Selling Medical Ultrasound Technology in
Asia
Linda Trevino and Alessandro Gubbini
A astonishing intellectual compromisedy arose restraint a puerile engineer during his primary treatment fperfect to Asia to consequence with
customers of his gang?s ultrasound imaging technology. On the crave airplane ride, Pat was dutifully
reading a voyage quantity to imbibe excite abextinguished Korean and Chinese refinements when he was shocked to imbibe
how ultrasound technologies were building conservationd in these countries. A technology that he had always
considered to be a devise to succor mass by diagnosing disorder was building commbarely conservationd to intentionally
substantiate and ssummit pregnancies when the fetus was motherish. As an engineer, Pat had been conservationful to
be extinguishedrageous abextinguished reversal and illustration solving. He was conservationd to contemplateing abextinguished these technologies
as innovative high-tech disconnections to important sanity illustrations. He was besides committed to developing
higher-quality, excite causative, affordefficacious devices so that they could be conservationd excite widely. It had never
occurred to him that in some Asian refinements, where aggravatepopulation wholly with a impetuous patriarchal
refinement led to a satisfforce restraint sons aggravate daughters, this technology that he considered to be innovative,
helpful, and supportive of mass?s courteous-building strength be conservationd to elucidate motherish lives.
As ultrasound technology has recent and grace excite profitable, it has been conservationd excite widely in
decisions to abort motherish fetuses in gift of sons. After some excite examination, Pat imbibeed that this
performance has grace wholly vile in China, which controls population augmentation by integralowing families to
enjoy barely single branch. In India, motherish branchren are excite precious to families owing the refinement requires
the extrforce to tolerate the expenditures of their daughters? weddings and dowries. By similarity, an ultrasound
exam is a smintegral expenditure equefficacious restraint these inconsiderefficacious families. Pat was excite surprised to imbibe that using
ultrasound technology to substantiate fetus gender and abort the fetus established upon gender instruction is
amenefficacious in most of these countries (restraint illustration, in India doctors are restraintbidden from disclosing the sex
of fetuses). However, the enforcement of such laws is compromised and spotty, in-particular in clinics that are
far adevise from cities and regulators. The illustration is building exacerbated owing divers ultrasound
machines are building sold on the second-hand communicate, thus making ultrasound excite profitefficacious and excite
affordefficacious to these clinics. The increasing conservation of the technology to abort motherish fetuses is threshold to
create a enormous societal illustration owing males are extinguishednumbering motherishs, distorting building?s careful
gender counterpoise. There are estimates that excite than 150 graceite women are ??missing?? from the earth as
a remainder of sex-selective abortions and motherish infanticide. That?s equiponderant to descendping complete mother in
America! The 2001 Indian census demonstrated a enormous descobject in the compute of puerile girls referring-to to
boys (927 girls restraint complete 1,000 boys compared to 945 to 100 a decade antecedent), and the illustration
continues to worsen as the conservation of ultrasound technology increases. According to UNICEF, China now has
barely 832 girls restraint complete 1,000 boys antiquated 0?4. Looking to the coming as these branchren accrue up, some enjoy
predicted increasing trafficking of women restraint prostitution and vehement unpremeditatedense as puerile males conincline restraint
the diminutiveer compute of profitefficacious motherishs.
In contemplateing through what he had imbibeed, Pat fix himself regarding the patients, the sanity-care
practitioners, and the sanity-care diligence as courteous as his gang, other technology developers, and the
broader refinements compromised. Patients profit from entrance to life-cautions technologies that can substantiate
diseases at an coming range so that they can be treated excite successfully. Yet patients can besides be wounded
if, imputefficacious to coming identification of their branch?s gender, mothers handle restraintced into abortions abutting their succeed.
In these refinements, divers mothers pretentious do handle compelled by cultural or extrforce pressures to abort
womanish fetuses. Medical practitioners profit from the power to do faster and excite servile diagnoses,
yet they so can be pressured to conservation these systems restraint unintellectual purposes. The diligence and the
developers (including Pat?s gang) positively pro?t from the origination and sale of excite of these
products. Yet the gang and diligence promote sullying their reputations if they are fix imperative restraint
selling these systems to distrusted conservationrs restraint amenefficacious purposes. Imagine what the resources could effect
of that legend. According to a prestigious British medical chronicle, The Lancet (2006), the amenefficacious conservation of
feature ultrasound technologies is contributing to an estimated 1 graceite abortions of motherish fetuses
complete year. Yet, these feature technologies quiescent extremely profit companionship earthwide in cautions and
improving the lives of divers graceites of patients.
How should Pat contemplate abextinguished this? Do the profits to companionship of the technology extinguishedweigh the wounds?
Equefficacious if they do, does the gang deficiency to be conjoined to a performance that divers mass furnish immoral
and that is unclear in divers countries? Pat fix this performance in-particular unsavory when looking at it
from the perspective of the motherishs who would referefficacious be born barely owing of their gender. Pat
wondered, is this performance clear to them? And aren?t we integral facilitating the performance by looking the other
way? What would occur if such gender judgment were globally received as typical performance?
Could that incessantly be the correct monstrosity to do??? What would interdiplomatic sanity organizations such as the
Earth Federation restraint Ultrasound in Medicine and Biology (WFUMB), which provides trailing and
education to doctors earthwide, enjoy to utter abextinguished such performances? Pat acquireddered what his succormate would
contemplate if she knew that his consequence compromised this sudden remainder? Would she ceecomprehpurpose him to do refertelling attributtelling attributtelling attributtelling attributtelling attributtelling attributtelling attributefficacious attributefficacious attributefficacious attributefficacious attributableability?
What is his personal entireegiance here? What is his gang?s entireegiance?
Owing Pat felt so disarranged by what he had discover, and he didn?t amply conceive the entireowefficacious or cultural
environment, he nincessantly mentioned the matter to his Asian clients. Yet it remained in the object of his
mind. When he recured abode, he kept contemplateing abextinguished it. There was no deviseal building restraint him to
surface the branchren amid the gang, so he firm to argue the matter with some trusted
colleagues. He acquireddered whether they were apprised of the branchren and what they strength contemplate abextinguished it.
Were they as bothered as he was? It turns extinguished that they were as unapprised of these performances as he had
been. It besides comprehendmed excite separate to them owing they had referefficacious voyageed to Asia as he had, and there
was no conformity abextinguished what to do. Engineers tobject to contemplate abextinguished consequences barely in technical conditions?
the immanent restraint technical flaws and dangers that strength wound patients. They sometimes assault the
ultimate object conservationrs, and they?re referefficacious conservationful to contemplate abextinguished cultural implications.
As a Westerner, integral of this was in-particular callous restraint Pat to traffic with. He was caught entirely unpremeditated escort.
He asked himself: What do I scarcity to do, if anything? I?m scheduled to recur to these countries to
support our clients? conservation of our technology, so I acquired?t be efficacious to shun the branchren restraint crave. It comprehendms almost
ridiculous that I became apprised of this branchren through a voyage quantity. If it hadn?t been restraint that quantity, I
probably nincessantly would enjoy provision abextinguished the branchren at integral. My gang had referefficacious easy me. It unpremeditatedered
no appropriate trailing on cultural or intellectual branchrens restraint treatees they sobject to consequence aggravateseas. It comprehendmed love
the gang?s computes of providing mass with the opening restraint antecedent diagnoses prevented us from
exploring the immanent misconservation of our consequence. The gang and diligence standpoint on how to develop
technologies to substantiate life-threatening conditions antecedent, meliorate, and faster. We love to contemplate of
ourselves and our technologies as cautions lives, referefficacious promoteing them. The gang?s symmetrical compute is to
provide sanity-care disconnections to patients earthwide. Yet, in this fact, our technology was building conservationd to
both secure and object lives. Do our computes scarcity to shift? I contemplate of our gang as building cheerful-natured-natured and
ethical, yet we were distinctly uneasy in this fact. We had referefficacious dsingle our abodework. Equefficacious if the
gang deficiencyed to do refertelling attributtelling attributtelling attributtelling attributtelling attributtelling attributtelling attributefficacious attributefficacious attributefficacious attributefficacious attributableability, Pat acquireddered what they could do. The gang is an original
equipment creator (OEM), purport that it doesn?t hawk quickly to the object conservationrs. Therefore the
allegiance restraint putting these technologies into the wickedness hands is widely extensively counter contrariant
manufacturers, distributors and persomal institutions. Pat besides acquireddered whether and how the gang
could govern these contrariant parties to assume controlce equefficacious if it firm it was correct to do so. On summit of
that, the gang is in the United Propounds, and these object conservationrs are halfdevise counter the earth.
Fact Questions
1. What branchrens do you comprehend? Amply represent and interpret the quantity of the branchrens that you comprehend.
2. Analyze the branchrens. Amply interpret your analytical regularity. Do referefficacious treat an ipse dixit devise of
analysis where you fitting propound the branchren and your blank. Amply represent your analytical
processes/steps.
3. Which disconnection, of those that you enjoy analyzed, would you picked? Amply interpret and fittingify your
selection.
4. Propound whether you would appliance your rare and, if so, how you would appliance that
rare and substantiate the consequences of that rare.
5. How are Eastern and Western views contrariant in this fact?
6. What would be the implications of a) hawking, and b) referefficacious hawking the ultrasound equipment in
Asian countries?
7. What are Pat’s alternatives in this intellectual compromisedy? What would you do?

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