The case provides an overview of consumer genomics industry, highlighting Navigenics, one of the leading companies in the space. Consumer genomics industry has been under scrutiny due to the recent announcement that the testing of the product will be available at Walgreens and incriminating report published by the General Accounting Office accusing the top five players in the market (including Navigenics) deceptive marketing practices. Vance Vanier, CEO of the company, should testify at a congressional hearing and the industry is on the verge of facing regulation by the FDA. An extension of the business model compares Navigenics ", which is used by doctors, insurance and employer networks to share their genetic test to the more common right-to-consumer model (practiced by the largest player in the space, 23andMe).« Hide
by Robert Chess Sarah Rosenthal Source: Stanford Graduate School of Business 28 pages. Publication Date: February 14, 2011. Prod. #: E394-PDF-ENG
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