rdf-syntax-grammar
mods:
  schema location: http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
  title info:
    title: Ancestry.com
    sub title: evaluating the past to strategize for the future
  name:
    name part: Whaley, George L.
    role:
      role term: creator
    role:
      role term: author.
  name:
    name part: Chen, Caroline
    role:
      role term: author.
  name:
    name part: Thach, Quyen
    role:
      role term: author.
  type of resource: text
  genre: Electronic books.
  origin info:
    place:
      place term: enk
    date issued: 2022
    issuance: monographic
  language:
    language term: eng
  physical description:
    form: remote
    extent: 1 online resource : illustrations.
  abstract: 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.
  target audience: specialized
  note: George Whaley, Caroline Chen, and Quyen Thach.
  subject:
    name:
      name part: Ancestry.com (Firm)
    genre: Case studies
  subject:
    topic: Corporations
    topic: Growth
    genre: Case studies
  subject:
    topic: Sociétés
    topic: Croissance
    genre: Études de cas
  classification: HD2746 .W43 2022
  classification: 658.406
  related item:
    title info:
      title: SAGE Business cases
  identifier: 9781071939932
  identifier: 1071939939
  identifier: http://proxy.library.tamu.edu/login
  record info:
    record content source: SGPBL
    record creation date: 231221
    record change date: 20240923171945.7
    record identifier: in00005499299
    language of cataloging:
      language term: eng