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Supplementary Case

23andMe: Genetic Testing for Consumers (B)

By Quelch, John A. / Rodriguez, Margaret

Marketing

To maximize their effectiveness, color cases should be printed in color. 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.

Collection: HBSP (USA)

Ref: HBS-514095-E

Format: PDF

Number of pages: 5

Publication Date: Jan 26, 2014

Language: English

Review date: Jun 20, 2014

What material is included in this case:

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Description

Year: 2013

Geographic Setting: United States

Industry Setting: Health care services; Genetic engineering; Biotechnology

23andMe: Genetic Testing for Consumers (B)

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23andMe: Genetic Testing for Consumers (B)

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23andMe: Genetic Testing for Consumers (B)

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