23andMe: Genetic Testing for Consumers (B) Harvard Case Solution & Analysis

To maximize their effectiveness, shade cases should be printed in color. Subsequent to FDA’s letter in November 2013, the letter instructed 23andMe to stop sales of its own DNA test kits, observers wondered how co-founder CEO and, Anne Wojcicki, would direct the company in the presence of uncertainty.

PUBLICATION DATE: January 26, 2014 PRODUCT #: 514095-HCC-ENG

This is just an excerpt. This case is about SALES & MARKETING

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