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23andMe: Which Business Model(s)?
內容大綱
In June 2021, 23andMe completed their IPO with the VG Acquisition Corp, a special-purpose acquisition company. Due to the COVID-19 pandemic, there was more interest in genomics, as its value at scale had been demonstrated through many of the public health vaccine sequencing initiatives. Given these favorable market conditions and access to capital, was this the right time for 23andMe to shift their business model away from a consumer genetic testing company to a personalized health care company that collects genetic data to develop drugs and provide care? Did the company have the resources in place to achieve this vision? Could they do it alone or did they need to deepen their relationships with pharmaceutical companies, some of whom they were already in partnership with? In the age of growing consumer data privacy concerns, should Anne Wojcicki, 23andMe’s chief executive officer and co-founder be wary of this approach of collecting genetic data?
學習目標
This case is intended for undergraduate and graduate-level courses in health care management and strategic management. After working through the case and assignment questions, students will better understand the following:<ul><li>The value of stakeholder analysis in a highly regulated industry.</li><li>The effects of rapidly changing environments on corporate strategy and the ability to identify new business verticals in these types of environments.</li><li>Managing data privacy concerns in an emerging industry.</li><li>The strategic value of data for any future healthcare business models.</li></ul>