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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  
Case Studies  
Business Strategy
Marketing
Finance
Human Resource Management
IT and Systems
Operations
Economics
Leadership & Entrepreneurship

Illumina-Maintaining Growth Momentum in a Plateauing Genome Sequencing Market

 
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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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