23andMe - Publications - Faculty & Research

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... View Details

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

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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. View Details

Keywords: Risk and Uncertainty; Genetics; Crisis Management; Health Care and Treatment; Product Development; Business and Government Relations; Biotechnology Industry; Consumer Products Industry; United States

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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... View Details

Keywords: April White; Illustrations by Fabio Consoli; News, Library, Internet, and Other Services; Information

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

Keywords: by Roberta Holland; Aerospace; Food & Beverage; Retail

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... View Details

Keywords: by Dina Gerdeman; Health

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... View Details

Keywords: Sean Silverthorne

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