The case provides an overview of the consumer genomics industry by highlighting Navigenics, one of the leading companies in the space. The consumer genomics industry has been under intense scrutiny due to a recent announcement that a testing product would be available at Walgreens and an incriminating report released by the General Accounting Office accusing the five leading players in the market (including Navigenics) of deceptive marketing practices. Vance Vanier, the company's CEO, must testify at a Congressional hearing and the industry is on the brink of facing regulation by the FDA. The case further compares Navigenics' business model which utilizes the physician, insurance and employer networks to distribute its genetic test against the more common direct-to-consumer model (practiced by the largest player in the space, 23andme).

【書誌情報】

ページ数：28ページ

サイズ：A4

商品番号：HBSP-E394

発行日：2011/2/14

登録日：2012/5/10