This case is part of the Giving Voice to Values (GVV) curriculum. To see other material in the GVV curriculum, please visit http://store.darden.virginia.edu/giving-voice-to-values. Intense competition facing pharmaceutical companies in Egypt, just like their global counterparts, had given rise to a widespread phenomenon of ethically questionable practices aimed at increasing market share. These practices were performed by most players in the market. In the midst of all those external pressures to aggressively expand market share and maximize profitability, a holding company for biological products and vaccines decided not to blindly follow the flow by innovatively re-shaping their sales and marketing strategy. The target audience for this case is students at all levels from all specializations. It can also be used by any company facing any unethical competition in its particular industry. The case works well in sales and marketing courses, innovation, business ethics, corporate social responsibility, strategic management, change management, organizational behavior, and trainings offered to executives in their companies.