Illumina-Maintaining Growth Momentum in a Plateauing Genome Sequencing Market
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Case Code: BSTR509 Case Length: 18 Pages Period: 1998-2016 Pub Date: 2017 Teaching Note: Available |
Price: Rs.600 Organization: Illumina Inc. Industry: Genome Sequencing Industry Countries: US, Europe, Global Themes: Business Strategy, Innovation |
Abstract Case Intro 1 Case Intro 2 Excerpts
Background Note
Illumina was founded in 1998 by David Walt, Larry Bock, John Stuelpnagel, Anthony Czarnik, and Mark Chee, with venture capital support from the CW Group, Inc.The company was formed with the intention of developing genome sequencing machines that utilized the ‘BeadArray Technology’ –developed at Tufts University -- for which the founders had obtained an exclusive license.
At the time Illumina was formed, it cost US$ 360 million to sequence every letter of a person’s DNA. The market was dominated by Affymetrix, Inc. (AFFY) that used microarray technology to make the genome sequence. Using the new BeadArray technology, Illumina intended to take snapshots of individual genes quickly, thereby enabling faster and more cost-effective genome sequencing and genotyping.
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