Myriad (A): Breast Cancer Testing in the United States Case Solution
This case describes Myriad Genetics and its challenge to develop a genetic testing service while confronting challenges from activist organizations and rivals. After the discovery of the BRCA gene, able of genetic testing for breast cancer in women of Myriad, Multitude needed to select a strategy to supply the people with this service. With several major rivals offering similar services, intense media scrutiny, and an energized activist and political climate, a lousy Multitude selection could have important repercussions.
This is just an excerpt. This case is about STRATEGY & EXECUTION
PUBLICATION DATE: January 01, 2004
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