THE BOOK

• the paradoxical effects and unintended consequences that technology has on adopters, and their implications for marketing;
• ethical dilemmas that arise with technological developments, and the development of a framework to guide resolution of such dilemmas;
• issues related to social responsibility and business, with considerations to
• guide a firm's decision making in this area;
• the role of the government in overseeing technological development and impacts, including antitrust concerns, intellectual property concerns, and issues related to access to technology across the spectrum of society (including rural and inner city areas).

While technology is not the panacea for society's ailments, nor the force that can solve all human problems, neither is technology essentially incompatible with human values, the source of all woes in our society. Proactive consideration of the paradoxes technology poses for users, as well as its unintended consequences, will enable firms to better anticipate obstacles so that the promises of their innovations can be realized. Similarly, proactive consideration of ethical dilemmas can go a long ways towards minimizing possible negative effects. Use of both the framework on wrestling with ethical dilemmas as well as explicit attention to the considerations in socially-responsible business decisions will help a firm to navigate through potential controversies. The government's role is to carefully balance the need to foster a climate that promotes innovation while ensuring a competitive marketplace.

The chapter's opening vignette focuses on Hewlett Packard's efforts in bringing technology to disadvantaged populations in developing economies.

The chapter's technology tidbit addresses new technologies related to nanotechnology, molecular biology, and molecular computing.

The chapter’s technology experts are:

Ralph Christoffersen, Ph.D., Partner, Morgenthaler Ventures (Boulder, Colorado), a firm providing early-stage funding to bio-tech start-ups. He addresses issues related to realizing the promise of biotechnology.

Greg Simon, President of the Center for Accelerating Medical Solutions, Washington, D.C., speaks to a historical perspective on technology innovation, based on human needs and values.