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- All HBS Web (7)
- Faculty Publications (2)
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- January 2014 (Revised June 2014)
- Case
23andMe: Genetic Testing for Consumers (A)
By: John A. Quelch and Margaret L. Rodriguez
On November 22, 2013, the direct-to-consumer genetic testing provider, 23andMe, received a letter from the U.S. Food and Drug Administration (FDA) ordering the company to halt the sale and promotion of its genetic testing kit. The FDA stated that the product was...
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Keywords:
Public Health;
Genome Testing;
Health Care;
Ancestry;
23andMe;
Marketing;
Product Launch;
Health;
Health Care and Treatment;
Health Testing and Trials;
Genetics;
Strategy;
Health Industry;
United States
Quelch, John A., and Margaret L. Rodriguez. "23andMe: Genetic Testing for Consumers (A)." Harvard Business School Case 514-086, January 2014. (Revised June 2014.)
- January 2014 (Revised June 2014)
- Supplement
23andMe: Genetic Testing for Consumers (B)
By: John A. Quelch and Margaret L. Rodriguez
Following the FDA's letter in November 2013, which ordered 23andMe to cease sales of its DNA test kits, observers wondered how co-founder and CEO, Anne Wojcicki, would guide the company in the presence of uncertainty.
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Keywords:
Risk and Uncertainty;
Genetics;
Crisis Management;
Health Care and Treatment;
Product Development;
Business and Government Relations;
Biotechnology Industry;
Consumer Products Industry;
United States
Quelch, John A., and Margaret L. Rodriguez. "23andMe: Genetic Testing for Consumers (B)." Harvard Business School Supplement 514-095, January 2014. (Revised June 2014.)
- 01 Sep 2023
- News
Money Does Grow on (Family) Trees
For 17 years, Andre Kearns (MBA 1999) has been tracing his family tree. One by one, he has added branches, grounding himself in a long and sometimes complicated lineage. Through family stories, forgotten heirlooms, and vital records, Kearns has traveled back through...
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- 13 Apr 2016
- Research & Ideas
Why Your Company Wants to be a 'Cognitive Referent' (Hint: SpaceX)
only player, but it should try to become the first player that comes to mind when customers, analysts, or the media think about the new market category. McDonald points to recent examples such as SpaceX in commercial space flight and View Details
- 12 Nov 2015
- Research & Ideas
Can Consumers be Trusted with Their Own Health Care?
and a profile that varies by situation and according to the patient’s life stage.” Patient Empowerment Taken Too Far? As an example of patient empowerment—and a glimpse at its potential problems—Quelch talked about taking the 23andMe...
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- 15 Apr 2014
- First Look
First Look: April 15
School Case 514-095 23andMe: Genetic Testing for Consumers (B) Following the FDA's letter in November 2013, which ordered 23andMe to cease sales of its DNA test kits, observers wondered how co-founder and CEO, Anne Wojcicki, would guide...
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Keywords:
Sean Silverthorne