1. Compare the ethicality of the two business models-(a) price gouging and questionable practices by Valeant to (b) contributing to obesity and diabetes by Coca Cola. Which is worse? 2. From a business standpoint, what is the most significant loss that could occur to each of Valeant and Coca Cola as a result of their business models? 3. Based on your assessment of the two busi- ness models, what would you do if you owned shares in each company: Continue to hold? Sell? Something else? What was your reasoning for the action chosen? 4. Review the incentive remuneration dis- closures in Valeant's Securities Exchange Commission (SEC) 10-K filings for 2012, 2013, and 2014. Were the incen- tive arrangements with Valeant's CEO, Michael Pearson, appropriate? 5. How much of a price increase for Isuprel and Nitropress would have been con- sidered reasonable and would not have attracted negative attention