Navigenics

The case provides an overview of the consumer genomics industry by highlighting Navigenics, a leading company in the area. The consumer genomics industry has been released under intense scrutiny by a recent announcement that a test product would be at Walgreens and a stressful Report of the General Accounting Office raises the top five players in the market (including Navigenics) misleading business practices available. Vance Vanier, CEO of the company must, te … Read more »

The case provides an overview of the consumer genomics industry by highlighting Navigenics, a leading company in the area. The consumer genomics industry has been released under intense scrutiny by a recent announcement that a test product would be at Walgreens and a stressful Report of the General Accounting Office raises the top five players in the market (including Navigenics) misleading business practices available. Vance Vanier, CEO of the company has to testify at a congressional hearing and the industry is on the edge of the front of the regulation by the FDA. The case also compares Navigenics’ business model, which utilizes the doctor, insurance and employer networks to its genetic test against the more common direct-to-consumer model (practiced by the greatest players in the room, 23andme) to distribute.
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from
Robert Chess,
Sara Rosenthal
Source: Stanford Graduate School of Business
28 pages.
Release Date: 14 February 2011. Prod #: E394-PDF-ENG
Navigenics HBR case solution