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Assisted Reproductive Technology (ART) is a modern technological tool that provides otherwise infertile individuals and couples an opportunity to conceive. As a multimillion dollar business, ART faces challenges common to other highly profitable enterprises, such as how and when to measure success. This poses ethical challenges as well, though these are unlike the ethical challenges faced by businesses which trade in consumer goods. ART makes babies. Individuals and couples seeking ART may be both vulnerable and fragile, thus ART providers must gently balance smart business practices with ethical care delivery. Applying Laura Nash's integrated approach to business ethics may offer ART providers a suitable model that combines ethically sound care with economically sound business practice. Key to Nash's approach are value creation, economic and social benefit, and relationship building. Not a short-term approach to quick business decisions, Nash's approach requires a long-term commitment as a way of doing business. © Common Ground, Deborah Flynn, All Rights Reserved.

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