You are the chief executive officer of a pharmaceutical firm. A new drug has achieved U.S. Food and Drug Administration approval and has been shown to be very effective in dealing with Alzheimer's disease in patients that have slight symptoms. Initially, news reports were very positive. Now, unfortunately, four deaths have been related to individuals taking the new drug, and publicity has turned quite negative. You know that your scientists and those scientists not associated with your firm all believe the new drug is not involved in the deaths. The market share for your business has dropped from a high of 22 percent to 9 percent in the United States, the only nation in which your firm is selling the drug. Your vice president of sales is suggesting two courses of action: either spend $1 million on advertising in the United States in an attempt to improve the image of the product, or spend $1 million on distributing the product outside of the United States and ignore, for the short term, the U.S. market for the drug. Apply the six parts of the framework for making ethical decisions. Which course of action would you adopt? Why?