Myriad (A): Breast Cancer Testing in Britain Case Solution
This case is first in a series. It describes Myriad Genetics and its battle to procure testing services that are exclusive for the BRCA gene. After Multitude got licensing rights and broken up its U.S. contest, it turned its focus to Europe, especially the United Kingdom.
The U.K. National Health Service had made genetic testing accessible to the people and Multitude had to determine which course of action would be most successful in quitting British BRCA genetic testing and enlarging Multitude's own service to this new marketplace.
This is just an excerpt. This case is about STRATEGY & EXECUTION
PUBLICATION DATE: January 01, 2004
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