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  • February 2019 (Revised October 2019)
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Extend Fertility: Conceiving the Market for Egg Preservation (A)

By: Debora L. Spar and Olivia Hull
  • Format:Print
  • | Language:English
  • | Pages:22
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Abstract

In April 2003, entrepreneur and MBA student Christy Jones was planning a new venture to help women preserve their fertility. Her company, Extend Fertility, would commercialize a technique known as egg freezing, in which a woman’s eggs were extracted and stored at low temperatures until she was ready to become a mother. To date, the emerging technology had mostly been used to preserve the fertility of cancer patients whose treatment course could damage their eggs. Jones’s business would target a massively broader population: healthy women wishing to postpone motherhood. Before Jones could launch Extend Fertility, she needed to answer two pressing questions. What, exactly, would an egg-freezing service be selling? And to whom?

Keywords

Assisted Reproduction; Entrepreneur; Health And Wellness; Fertility; Infertility; Women's Health; Creating Markets; Egg Freezing; Fertility Clinic; Entrepreneurship; Strategy; Marketing Strategy

Citation

Spar, Debora L., and Olivia Hull. "Extend Fertility: Conceiving the Market for Egg Preservation (A)." Harvard Business School Case 719-019, February 2019. (Revised October 2019.)
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About The Author

Debora L. Spar

General Management
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Related Work

    • October 2019 (Revised December 2019)
    • Faculty Research

    Extend Fertility: Conceiving the Market for Egg Preservation (B)

    By: Debora L. Spar and Olivia Hull
    • February 2019 (Revised October 2019)
    • Faculty Research

    Extend Fertility: Conceiving the Market for Egg Preservation (A)

    By: Debora L. Spar and Olivia Hull
    • October 2019
    • Faculty Research

    Extend Fertility: Conceiving the Market for Egg Preservation

    By: Debora L. Spar and Olivia Hull
Related Work
  • Extend Fertility: Conceiving the Market for Egg Preservation (B) By: Debora L. Spar and Olivia Hull
  • Extend Fertility: Conceiving the Market for Egg Preservation (A) By: Debora L. Spar and Olivia Hull
  • Extend Fertility: Conceiving the Market for Egg Preservation By: Debora L. Spar and Olivia Hull
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