Watching the video on driverless cars, one can discuss many business challenges that need to be faced to implement this new technological innovation. However, it can also be argued that it can provide strategic benefits to businesses and reduce costs and time at the cost of a huge ordeal. To begin with, we come from a society where we rely heavily on technology as it is used in our daily activities. and we have evolved into a technology-based society in which it is more difficult for us to function without it. However, we have not evolved to the point where we, as humans, believe we can put our lives and the lives of our loved ones in the hands of technology. This is a cultural norm seen in today's society, where people are very reluctant to entrust their children to others, let alone a driverless car that might malfunction. Also, by reading the article Ethics of an autonomous car, by Patrick Lin, we can see how he differentiates human instincts in emergency situations compared to a car. If your child was very seriously ill or injured as a parent, your first instinct would be to drive quickly and get them to the hospital as soon as possible for treatment. However, when it comes to these cars, no emergency option is actually installed, so the car will drive at the normal legal limit and will not understand the emergency and the limited time the child has to survive ( Lin, The Ethics of Autonomous Cars). Additionally, many situations like the one listed earlier can be brought to mind as individuals will doubt and begin to wonder if the car would react to situations and make decisions very similar to those of the human mind. Moreover, it can be said that in terms of financial challenges, these situations cars reduce a lot of wasted time driving and this era...... middle of paper ......th market where consumer culture has developed in terms of control of technology. Works cited1) Mui, Chunka (2013). Fasten your seat belts: Google's driverless car is worth billions, from Forbes website: http://www.forbes.com/sites/chunkamui/2013/01/22/fasten-your-seatbelts-googles -driverless-car-is- worth billions/2) Lin, Patrick. (October 13, 2013). The ethics of self-driving cars. The Atlantic; http://www.theatlantic.com/technology/archive/2013/10/the-ethics-of-autonomous-cars/280360/.3) Anita Patel, Lecture notes, week 1, January 7, 20144) Jason Pontin. (2013, October). Can technology solve our big problems. Retrieved from http://www.ted.com/talks/jason_pontin_can_technology_solve_our_big_problems.html5) Sebastian Thrun. (2011, March). Google's driverless car. Retrieved from http://www.ted.com/talks/sebastian_thrun_google_s_driverless_car.html