Innovation is defined as an idea which is considered new, but it can further be described as comprising the process ad output of achieving technologically feasible solutions - or otherwise in organizations unrelated to technology, to a problem, which culminates in the satisfaction of a consumer need (Dasanayaka, 2009). Thus, innovation can be perceived as a problem-solving model (Dasanayaka, 2009). Dasanayaka (2009) explains that some theories linking innovation and organizational culture presuppose that successful companies poses the potential to absorb innovation into their organizational culture and management process, and as such organizational culture will be the guiding element of organizational innovation. Related theories argue that organizational culture affects the level at which creative solutions are encouraged within a firm, as well as the extent they are supported and implemented (Dasanayaka, 2009).
It is in a context of these challenges that both health professionals and all persons involved in these situations require ethical criteria to guide towards authentic humanization of the terminal phase of life.
The moral obligation to ensure the special protection human life is witnessed in primary precepts of humanity, with various expressions across cultures, and encoded in the biblical commandment of the Decalogue: "Thou shalt not kill" (Deut. 5:17). Compliance with this requirement is certainly incompatible with any form of direct assault on human life, where it does not threaten the existence of other people.
Consequently, it is ethically unacceptable any form of euthanasia, any act or omission which, by its nature and the intention causes death. Even the goal of eliminating suffering and rid the person of a painful state can legitimize euthanasia, the more that medicine and society have other means to help the terminally ill patients (Ten & Welie, (2014, p. 123-136). Equivalent to euthanasia, the ethical point of view, is any form of assisted suicide, also called assisted suicide.
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