Published on in Vol 22, No 1 (2020): January

Preprints (earlier versions) of this paper are available at, first published .
Valuable Genomes: Taxonomy and Archetypes of Business Models in Direct-to-Consumer Genetic Testing

Valuable Genomes: Taxonomy and Archetypes of Business Models in Direct-to-Consumer Genetic Testing

Valuable Genomes: Taxonomy and Archetypes of Business Models in Direct-to-Consumer Genetic Testing


  1. Raz A, Niemiec E, Howard H, Sterckx S, Cockbain J, Prainsack B. Transparency, consent and trust in the use of customers' data by an online genetic testing company: an Exploratory survey among 23andMe users. New Genetics and Society 2020;39(4):459 View
  2. Schmidt-Kraepelin M, Toussaint P, Thiebes S, Hamari J, Sunyaev A. Archetypes of Gamification: Analysis of mHealth Apps. JMIR mHealth and uHealth 2020;8(10):e19280 View
  3. Uhlig H, Charbit‐Henrion F, Kotlarz D, Shouval D, Schwerd T, Strisciuglio C, de Ridder L, van Limbergen J, Macchi M, Snapper S, Ruemmele F, Wilson D, Travis S, Griffiths A, Turner D, Klein C, Muise A, Russell R. Clinical Genomics for the Diagnosis of Monogenic Forms of Inflammatory Bowel Disease. Journal of Pediatric Gastroenterology and Nutrition 2021;72(3):456 View
  4. Toussaint P, Renner M, Lins S, Thiebes S, Sunyaev A. Direct-to-Consumer Genetic Testing on Social Media: Topic Modeling and Sentiment Analysis of YouTube Users' Comments. JMIR Infodemiology 2022;2(2):e38749 View
  5. Archila P, Restrepo S, Truscott de Mejía A, Bloch N. Drama as a Powerful Tool to Enrich Socio-scientific Argumentation. International Journal of Science and Mathematics Education 2023;21(5):1661 View
  6. Möller F, Stachon M, Azkan C, Schoormann T, Otto B. Designing business model taxonomies – synthesis and guidance from information systems research. Electronic Markets 2022;32(2):701 View
  7. Malgorzata M, Maria S, Michał W. Genetic testing—whether to allow complete freedom? Direct to consumer tests versus genetic tests for medical purposes. Journal of Applied Genetics 2022;63(1):119 View
  8. Toussaint P, Thiebes S, Schmidt-Kraepelin M, Sunyaev A. Perceived fairness of direct-to-consumer genetic testing business models. Electronic Markets 2022;32(3):1621 View
  9. Knoppers T, Beauchamp E, Dewar K, Kimmins S, Bourque G, Joly Y, Dupras C. The omics of our lives: practices and policies of direct-to-consumer epigenetic and microbiomic testing companies. New Genetics and Society 2021;40(4):541 View
  10. von Ulmenstein U, Tretter M, Ehrlich D, Lauppert von Peharnik C. Limiting medical certainties? Funding challenges for German and comparable public healthcare systems due to AI prediction and how to address them. Frontiers in Artificial Intelligence 2022;5 View
  11. Akyüz K, Goisauf M, Chassang G, Kozera Ł, Mežinska S, Tzortzatou-Nanopoulou O, Mayrhofer M. Post-identifiability in changing sociotechnological genomic data environments. BioSocieties 2024;19(2):204 View
  12. Rothe H, Lauer K, Talbot-Cooper C, Sivizaca Conde D. Digital entrepreneurship from cellular data: How omics afford the emergence of a new wave of digital ventures in health. Electronic Markets 2023;33(1) View
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  14. Hsieh E, Morrissey B, Chiareli I. The Landscape of Direct-To-Consumer Genetic Testing in Reproductive Health Contexts: An Analytical Framework of Stakeholders and Their Competing Motivations. Health Communication 2024:1 View

Books/Policy Documents

  1. Behare N, Mahajan R, Behare S, Somani P, Iyer V, Megha A, Gupta S. New Trends in Marketing and Consumer Science. View