GE's development of the Vscan provides many benefits as a lower-cost and portable ultrasound device (see Strategy Highlight 7.2). Cardiologists, obstetricians, and veterinarians will be able to use the device in rural areas and developing countries. One of the criticisms of the device. however, is that it also facilitates the use of the technology for gender- selective abortion. In India, for example, there is a cultural preference for males, and the Vscan has been used to identify gender in order to abort an unwanted female fetus. Some argue that gender selection is also used for economic reasons — specifically, to alleviate the financial strain of the common dowry practice. A daughter would require the family to pay a dowry of cash and gifts to the bridegroom's family in order to arrange a suitable marriage, while a son would bring in a dowry of cash, jewelry , gifts, and household items to help the couple start their home. In addition, even though there has been some progress for women in India, others attribute the use of gender selection to women's lack of social, political, and economic empowerment. ⁸⁸

To what extent is GE ethically responsible for how — and why — the Vscan is used? (To what extent is any company ethically responsible for how — and why — its product is used?) Note that GE's website states that it is an 'Agent of Good: Consider ways that GE might become involved in communities in India to show the company's concern for the underlying problems by improving conditions for women. What other ways might GE influence how its equipment is used?

Reference strategy highlight 7.2:

GE's Innovation Mantra: Disrupt Yourself!

GE Healthcare is a leader in diagnostic devices. Realizing that the likelihood of disruptive innovation increases over time. GE decided to disrupt itself. A high-end ultrasound machine found in cutting-edge research hospitals in the United States or Europe costs $250.000. There is not a large market for these high-end. high-price products in developing countries. Given their large populations. however, there is a strong medical need for ultrasound devices.

In 2002. a GE team in China, through a bottom-up strategic initiative, developed an inexpensive, portable ultrasound device, combining laptop technology with a probe and sophisticated imaging software. This light-weight device (11 pounds) was first used in rural China. In spring 2009. GE unveiled the new medical device under the name Venue 40 in the United States, at a price of less than 430.000. There was also high demand from many American general practitioners. who could not otherwise afford the quarter of a million dollars needed to procure a high-end machine (that weighed about 400 pounds). In the fall of 2009. GE Chairman and CEO Jeff Immelt unveiled.

The Vscan. an even smaller device that looks like a cross between an early iPod and a flip phone. This wireless ultrasound device is priced around *5.000. GE views the Vscan as the "stethoscope of the 21st century: which primary care doctor can hang around her neck when visiting with patients."

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