Corning

Microarray
Technologies

Presented to: pendyala sir.

Group members:

Arfat ansari 9101

Irshad Ansari 9102
Riyaz 9125
Ashita Shetty 9151
Naresh Parmar 9139
 Corning Over A Period Of
Time
• 1870’s: Light bulbs
• 1920’s: pyrex
• 1980’s: fibre optic cable
• Telecommunication
• Nontelecommunication: life sciences,
energy sector, computer screens,
automotive.
 Life Sciences
• Life sciences: 2% of total revenues.
• Takeover of costar: innovation
• Life sciences need to be divested.
Major component in the business of life

science was:
• DNA microarray: a glass slide containing
thousands of microscopic DNA
samples.
Biggest competitior:

• Affymetrix: expensive equipment,

closed systems, patents, legal staff.
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 Innovation Process
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• Dual leadership: senior management

and general managers of the division.
1.
• Program managers.
Study Conducted
 Team Structure at Corning
Microarray
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
 Microarray Business
Manufacturing systems:


• Gen 1: use existing robots for printing

process.
• Gen 2: proprietary system.


Problems:


• Mixing of DNA.
• Cleaning material.
• Physical and Life scientists.
• The venture was not making progress
as expected due to various reasons.
 Reconstituting microarray
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• Shifting base to New York.
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 Product Launch
• Gen 1 yeast microarray.
• Formation of CORNING MICROARRAY
TECNOLOGIES.
• Gen 2 launch eminent.
• Problems with Affymetrix.
 Sudden Cutbacks
• Fibre optic cable orders started
falling drastically.
• Bioinformatrix
• Funding to CMT completely stopped.
• Personal discomfort and unfamiliarity.
• Telecommunication shows no signs of
improvement.
• Debt rating falls.
•
 DNA microarrays a sensible
growth opportunity?
• No, though it seems like a natural
progression, it did not suit their
growth needs.
• No previous expertise in the field.
• People selected to do the project also
had limited knowledge in the field.
• Market viability was high however due
to delays in execution they suffered
losses.
• Venture was risky as markets were new
and so was the product.
 Did corning have adequate
expertise for molecular
technology?
 Even though they had taken efforts to get
a team in place they faced problem like:
• Very few microbiologist were hired, mostly
people from inside only were reshuffled.
• They did not have the necessary expertise.
• Many unforeseen problems were faced by
them for which their experts were
unable to find solutions.
• Their best talent was taken in
telecommunications sector.
 Why did initial micro array
team falter?
• Dual leadership
• Roles not well defined: huntington.
• Reporting structures were complex.
• Heads of departments had no proper
knowledge about this new field.
• Information was not passed on, lack of
cohesion.
• More concentration on individual teams
rather than the company goals.
• Best leaders were sent to
telecommunications and so CMT team
 Greg Brows Priorities
• Bring scientists, engineers and
businesspeople together.
• Gain trust by sharing of information and
decisions.
• His mandate was to diagnose the
problem and take actions required.
• Get the team together, address
conflicts and come up with
appropriate solutions.
• Expectations were reset and he had to
live up to them.
•
 How micro array venture was
affected by buildup and
subsequent decline of
telecommunication business?
• Corporate wide budget cuts, Funding
stooped so had to rework their
budget plan.
• brought it down to $15million.
• human genome DNA was not
launched even though the product
was fully ready. Great loss to
company.
• Micro array division was only shut
ph over time trace perceptions of mic
Pe Launched
rf
or
maPe
ncrc
e en Un printed
glass
ofta
mige
cr
o
ar Yeast Micro array
ra product
y Shut down

Time
 How secure do you think is
Affymetrix position in the
market in 2002?
• Very strong and secure position.
• No immediate threat.
• supplied complete systems, including the
microarrays, and was the market leader, of
which 44% of customers used.  Affymetrix
provided long-standing warnings that |they
suspect patent infringements and they
intended to litigate.
• Been in the market for long time and can thaw
new entrants easily.
• People aware of the product and the quality, so
even though the price is high,they will prefer
its products.