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History of Business Models: The Case of 23andMe and Ancestry

Kruse, Hepke; Kramsakov, Maxim

Abstract (englisch):
Background: Initial research results show that the market of Direct-to-Consumer (DtC) genetic testing today is dominated by heterogeneous business models. Thus, a valuable contribution to the lack of knowledge and understanding about business models in this market is already given. Previous research has been limited to three different research areas: First, the medical and ethical value of DTC genetic tests is expatiated in most of the scientific work. Only little research is found about current snapshots of the business models of various DTC genetic test providers as well as the general market development since the beginning of the sector as second and third research areas.
Objective: This scientific work follows on from this and closes the gap between the current snapshots of the business models and the general market development by examining and comparing the concrete evolution of the business models of two selected DTC genetic test providers.
Methods: Employing a systematic literature review, we reconstruct and analyze the development of the business models of 23andMe and Ancestry that represent probably the two greatest players among this market segment.
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Verlagsausgabe §
DOI: 10.5445/IR/1000138902
Cover der Publikation
Zugehörige Institution(en) am KIT Institut für Angewandte Informatik und Formale Beschreibungsverfahren (AIFB)
Publikationstyp Buchaufsatz
Publikationsmonat/-jahr 10.2021
Sprache Deutsch
Identifikator KITopen-ID: 1000139013
Erschienen in cii Student Papers - 2021. Ed.: A. Sunyaev
Verlag Karlsruher Institut für Technologie (KIT)
Seiten 17-30
Schlagwörter direct-to-consumer genetic testing, business model, 23AndMe, Ancestry, history, literature review, development
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