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