This case outlines the dilemma of a president and CEO of GE Healthcare India. Its ultrasound machines were implicated in many cases of prenatal sex determination in a society that favored males, so too few girls were being born with potentially catastrophic results for future Indian society. The CEO knows GE Healthcare's ultrasound machines were providing excellent medical care for Indians, particularly in rural communities, and that the company was following all the rules and regulations to prevent this type of abuse. But he also understood the social issues that were involved. Ultrasound machine sales had enormous potential to help maintain GE's market-leading position in India. Should the company step back from its aggressive sales strategy? What other efforts should the company make to stop the illicit prenatal gender determination and resulting abortions and protect the image of GE as a responsible corporation going forward?