Illumina-Maintaining Growth Momentum in a Plateauing Genome Sequencing Market
The case is structured to achieve the following teaching objectives:
- Analyze the role of product innovation in the emergence of a company as a market leader.
- Explore the part played by innovation in gaining competitive advantage.
- Assess the importance of applications in spurring market growth for a technology company.
- Devise growth strategies for a market leader faced with the maturity or decline stage in the product life cycle .
|THE SUCCESS OF ILLUMINA|
|THE BREAKTHROUGH THAT CHANGED THE MARKET – HiSEQ X TEN SEQUENCER|
|MEETING THE CHALLENGE OF COMPETITION|
|DEVELOPING NEW APPLICATIONS|
|MOONSHOTS OF ILLUMINA – HELIX AND GRAIL|
Genome Sequencing, Innovation, Illumina, Market Saturation, Decline Stage, Product Life Cycle, Competitive Advantage, Technology Applications, Leadership, Moore’s Law, New Product Development, Acquisition, Patent Infringement, Moonshot, Pricing