January 2014 (Revised June 2014)
Supplement
HBS Case Collection

23andMe: Genetic Testing for Consumers (B)

By: John A. Quelch and Margaret L. Rodriguez

Format:Print
| Language:English
| Pages:5

Abstract

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.

Keywords

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

Citation

Quelch, John A., and Margaret L. Rodriguez. "23andMe: Genetic Testing for Consumers (B)." Harvard Business School Supplement 514-095, January 2014. (Revised June 2014.)