Gene Sequencing: Staking a Position in an Expanding Industry
Posted: 5 Feb 2012
Date Written: October 17, 2011
Towards the end of 2010, companies in the gene sequencing industry were pushing aggressive R&D programs to develop technologies and products in the race to sequence the entire human genome at a cost of $1,000. It remained to be seen when the "$1,000 genome" would arrive, and despite all of the buzz surrounding the industry, it was still unclear to investors who the industry winners would be. This case focuses on the emergence of third-generation sequencing and the four segments in the industry: hardware, consumables, services, and interpretation. The case presents the history of the industry, the evolution of sequencing technology, and the business models of players in each segment.
Learning Objective: To foster a discussion about the business dynamics and potential winning plays in a rapidly growing and evolving industry.
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