To read this content please select one of the options below:

Delee, transforming cancer detection and treatment

David Güemes-Castorena (School of Engineering and Sciences, Instituto Tecnológico y de Estudios Superiores de Monterrey, Monterrey, Mexico)
Alejandro Téllez-Girón Barrera (School of Engineering and Sciences, Instituto Tecnológico y de Estudios Superiores de Monterrey, Monterrey, Mexico)

Publication date: 7 October 2021

Abstract

Case overview

Delee founders aimed to change the way cancer radically was detected, monitored, and treated. They created CytoCatch™, a highly sensitive automated benchtop device for the rapid isolation and analysis of circulating tumor cells from blood samples to make this possible. Strategic alliances with Stanford University, Tecnologico de Monterrey, and UANL strengthened this innovative company’s purpose. Nevertheless, some questions arose when selecting a suitable business strategy to accomplish Delee’s vision. Liza Velarde, Delee’s CEO, was preparing the agenda for the company’s 2025 planning in November 2020. The journey has been challenging, and Liza Velarde faced critical decision-making milestones. What could be the most promising customer segment for her technology? What business model may work better for such a market? How can Delee reduce the time-to-market for their technology? Furthermore, how can Delee fund their development for the following years until FDA approves?

Learning objectives

With the application of this case, the teacher aspires that students understand the following crucial insights: to understand the impact of a business model strategy, identify different possible business models, and explore options; in this sense, intellectual property can offer options to the strategy; to identify and analyze the gender gap in entrepreneurship and its strategic implications; and to identify the relevance of reducing the time to market for a technological product.

Social implications

Gender inclusiveness in entrepreneurship.

Complexity academic level

Undergraduate and graduate-level.

Supplementary materials

Teaching notes are available for educators only.

Subject code

CCS 3: Entrepreneurship.

Keywords

Acknowledgements

The authors would like to thank Liza Velarde for her support and the reviewers’ and editor’s helpful feedback and comments on this manuscript.Funding: Alejandro Téllez Girón Barrera wants to thank the support of CONACYT – National Graduate Scholarship Program.Disclaimer. This case is written solely for educational purposes and is not intended to represent successful or unsuccessful managerial decision-making. The authors may have disguised names; financial and other recognizable information to protect confidentiality.

Citation

Güemes-Castorena, D. and Téllez-Girón Barrera, A. (2021), "Delee, transforming cancer detection and treatment", , Vol. 11 No. 3. https://doi.org/10.1108/EEMCS-12-2020-0430

Publisher

:

Emerald Publishing Limited Bingley, United Kingdom

Copyright © 2021, Emerald Publishing Limited

Related articles