Ancestry.com : evaluating the past to strategize for the future /
Since its founding as three internet genealogy sites in 1996, Ancestry.com (Ancestry) evolved as a public and private firm consisting of four product lines, each with different growth potentials and market share prospects, hoping to achieve its vision and mission. In 2020, Blackstone Group purchased...
| Main Authors: | , , |
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| Format: | eBook |
| Language: | English |
| Published: |
London :
Society for Case Research,
2022.
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| Series: | SAGE Business cases.
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| Subjects: | |
| Online Access: | Connect to the full text of this electronic book |
| Summary: | Since its founding as three internet genealogy sites in 1996, Ancestry.com (Ancestry) evolved as a public and private firm consisting of four product lines, each with different growth potentials and market share prospects, hoping to achieve its vision and mission. In 2020, Blackstone Group purchased Ancestry; in March 2021, it hired Deborah Liu as its CEO. Liu was excited to take over the helm, despite Ancestry's strategic challenges in technology, competition, and product branding. Genetic test kits that analyzed and predicted family legacy remained the core product of the Personalized Genomics (PG) industry. Its key niches contained products that traced family history, revealed DNA traits, and provided health reports. Ancestry offered four product lines that competed in each key PG industry niche, but it dominated in the genetic testing kit niche. In early 2021, AncestryHealth was discontinued to improve Ancestry's success and competitive edge in the increasingly competitive genetic industry. |
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| Physical Description: | 1 online resource : illustrations. |
| ISBN: | 9781071939932 1071939939 |