Myriad (A): Breast Cancer Testing in the United States

Abstract

Describes Myriad Genetics and its struggle to develop a genetic testing service while facing challenges from competitors and activist organizations. After Myriad's discovery of the BRCA gene, capable of genetic testing for breast cancer in women, Myriad needed to choose a strategy to provide this service to the public. With several major competitors offering similar services, intense media scrutiny, and a charged activist and political climate, a poor Myriad decision could have major repercussions.

Citation

Diermeier, D. and Parthasarathy, S. (2017), "Myriad (A): Breast Cancer Testing in the United States", . https://doi.org/10.1108/case.kellogg.2016.000226