Genzyme: The Synvisc-One Investment Decision

Abstract

Executives at biotechnology firm Genzyme are debating funding a clinical trial for a new version of a medical device called Synvisc. The trial is expensive and the odds of success are not high, but the upside is substantial. The case presents a common business question: invest or not? The case forces students to think about customer insights, wrestle with a number of complex issues, and evaluate the financials of the decision.

The case is ideal for teaching financial analysis and decision making. It can also be used to teach marketing, new product strategy, and healthcare industry management.

Citation

Calkins, T. and Deming, A. (2017), "Genzyme: The Synvisc-One Investment Decision", . https://doi.org/10.1108/case.kellogg.2016.000134