Your company, a large pharmaceutical firm, acquired a drug called Relivoform, a chemotherapy drug for liver cancer. Your finance committee recommends increasing the price of Relivoform from $300 to $3,000 to help alleviate the development costs of new drugs. The public reacted with rage, accusing your firm of favoring profits over patients' needs. Will you follow your committee's recommendation and raise the price? What are your alternatives? What might be the consequences of each