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Author(s)

Timothy Calkins

Ann Deming

Executives at biotechnology firm Genzyme are debating funding a clinical trial for a new version of a medical device called Synvisc. The trial is expensive and the odds of success are not high, but the upside is substantial. The case presents a common business question: invest or not? The case forces students to think about customer insights, wrestle with a number of complex issues, and evaluate the financials of the decision.
Date Published: 02/05/2010
Discipline: Biotechnology;Finance;Management;Marketing;Strategy
Key Concepts: Financial Analysis, Investment Decisions, Marketing Strategy, Clinical Trials, Biotechnology, Medical Devices
Citations: Calkins, Timothy, Ann Deming. Genzyme: The Synvisc-One Investment Decision. 5-110-001 (KEL439).