Business Ethics Now 3rd Edition by Andrew Ghillyer

Exercise 18

Green continued to stare at Adam. He was obviously looking for an answer now, and Adam knew that if he tried to stall by asking to check with his regional manager, Green would show him the door.
One small part of Adam wanted to laugh out loud at this ridiculous situation. Doctors had asked him for extra free samples before, and the industry had always been willing to underwrite lunches and tickets to sports events or shows as appropriate marketing expenses, but no one had ever asked him outright for money to decorate his office-and this guy was dead serious!
For a moment Adam wondered if he was bluffing about Zach. He knew Zach was a tough competitor, and they fought a tough battle in this region, usually managing to win clients away from each other on a couple of occasions. "Come to think of it," thought Adam, "Zach probably would go along with this deal. Winning this practice would be a real catch for his territory."
Then Adam looked at Dr. Green again. Something was bothering him about this guy. He got the feeling that this wasn't a one-time special request. If Adam gave in on this, he knew there would be other requests for "marketing funds" in the future, always with the threat of switching to the competition.
Suddenly Adam, almost as a surprise to himself, knew what he had to do: "I'm sorry Dr. Green. We value our relationships with our doctors very highly-that's how we were able to work so closely with Dr. Stevens for as long as we did. Unfortunately, that type of relationship doesn't include 'marketing funds.' I hope Zach's interior designer friend does a good job for you."
With that, Adam got up and turned to leave.
Six weeks later, the local paper featured a very unflattering picture of Dr. Green and Zach on the front page. Dr. Green had developed a very close relationship with Zach and his company-so close, in fact, that Dr. Green had been willing to massage some of his patient data to help Zach's company in a new drug trial.
What do you think will happen to Zach and Dr. Green now