Publications
Publications
- January 2014 (Revised June 2014)
- HBS Case Collection
23andMe: Genetic Testing for Consumers (B)
By: John A. Quelch and Margaret L. Rodriguez
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.)