Rebecca Roberts and Steven Aukers
23 & Me is a website that allows its consumers to see what their ancestry is through DNA analysis. Their broad marketing techniques allows them to draw in more customers in comparison to their competitors. Their success can also be accounted for by their accurate and fast analysis of DNA samples. Their large genetic database allows them to accurately compare genetic variations in populations throughout the world, which enables them to identify not only ancestry, but also predisposition for genetic diseases, such as hereditary amyloidosis.
Burke, Elizabeth; Fowler, Lexi; Taucher, Arabella; Lesher, Luke; Wambold, Dylan; Moore, Katie; Murphy, Ro; Gutekunst, Jess; and Schaffer, Kyle, "Analyzing the Business Model and Science Behind 23 & Me Through the Disease Hereditary Amyloidosis" (2021). Biology Presentations. 21.
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