Genesys Biolabs: External and Internal Analysis of the Medical Sector in Jordan

This report provides an analysis of the medical sector in Jordan, focusing on Genesys Biolabs. It includes external analysis using PESTLE and Porter's 5 forces models, as well as internal analysis using VRIO and value chain analysis. The report identifies the factors that will impact the operations of Genesys Biolabs in the Jordanian market.

Individual Report
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Executive Summary
The report is based on Genesys Biolabs which is an American company operating in the
medical sector. The report contains both external as well as internal analyses of the industry as
well as the firm itself. Both these analyses helped in finding out the factors that will impact the
operations of the company in the Jordanian market. PESTLE analysis helped in finding out the
various factors like political, economic, technological factors etc. that can impact the launch of
the system in the country. Porter's 5 forces model helped in finding out the various forces that
can act on the company while it launches the system. VRIO and Value chain analysis are carried
out to analyse the internal factors that can affect the operations of the company.
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Table of Contents
1.0 INTRODUCTION.....................................................................................................................4
2.0 External Analysis of the Industry..............................................................................................4
2.1 Market Overview..............................................................................................................4
2.3 Power in the Industry........................................................................................................7
2.4 Industry attractiveness......................................................................................................7
3.0 Internal Analysis of the firm......................................................................................................8
3.1 Core Competencies and Skills..........................................................................................8
3.2 VRIO Analysis.................................................................................................................8
3.3 Benchmarking.................................................................................................................10
3.4 Distinctiveness...............................................................................................................10
3.5 Competitive Advantage..................................................................................................10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11
Appendices 1 - PESTEL................................................................................................................12
Appendices 2 - Porter’s Five Forces..............................................................................................17
Appendices 3 - Internal Analysis...................................................................................................19
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1.0 INTRODUCTION
The healthcare consists of organisations that offer medical services, manufacture
equipment that is used in providing services in those organisations and facilitate health care of
patients (Moghavvemi and et. al., 2017). The report is based on Genesys Biolabs, which is a
business unit of 20/20 GeneSystems , an American company having a system for screening
cancer types including those of the lung, liver, pancreas, and more. Lung cancer is considered as
the leading cancer killer in the world and the survival rate exceeds 90%. Thus, the respective
company has developed a test called “One Test” for the early detection of lung cancer in a
patient. The test kits that are employed by OneTest are used in several clinical labs across the
world on a daily basis. The company wants to open a branch in Jordan and market the system.
PESTLE and Porter's 5 forces models are used to carry out external analysis in the report. Also,
the core competencies of the company are identified through VRIN as well as value chain
analysis.
2.0 External Analysis of the Industry
2.1 Market Overview
The healthcare industry in Jordan comprises of two major sectors namely- the private
sector and the public or semi public sector. Both these sectors comprise of hospitals, clinics that
provide primary care, pharmacies etc. Primary care clinic offer quick access to medical care like
vaccinations, management services for chronic diseases, child and maternity care etc. These
operate in both rural as well as urban areas. Besides these two sectors, healthcare services are
also provided by the United Nations through various programs.
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2.2 Trends and Key Drivers
The medical industry is transforming greatly due to introduction of new technology and
the entry of new businesses in the industry. Technology has had a major impact as patients today
look out for organisations that have positive reviews and good satisfaction ratings provided by
customers (Top 8 Healthcare Trends in 2019, 2020). The medical industry is consolidating at an
exponential rate which some people think of as important and others think the opposite. One of
the most important trend of the industry is the use of artificial intelligence in various processes
like financial, organisational etc. Also, with the rise in the use of digital technology,
cybersecurity has become an important concern for organisations. Also, diagnostics have now
become an approach that is patient centric.
Key Drivers
The medical equipments as well as supplies is one of the key drivers of the rise in the
healthcare industry. Since hospitals and other healthcare units are increasing the scope of
activities within their systems, there is an increased need of high quality equipments to provide
services.
Trends
There have been a lot of advancements in the technology that is used in the health care
industry. Organisations in the healthcare industry now store patient records on cloud and there is
no need for physical maintenance of records. Also, consultation regarding medicines can now be
done online with the use of platforms like “Telemedicine”. Various Artificial Intelligence based
diagnosing devices are capable to detecting conditions like diabetes etc. accurately.
PESTLE Analysis
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 Political Factors – Jordan is regarded as one of the most stable countries in the Middle
East. Also an added advantage for the country is Arab states being aligned with the US
support (Harding, 2017). The government is also continually working in the direction of
improving the medical sector which means that the company will not face major
challenges while introducing the system in the country.
 Economic Factors – Economic crises in Jordan is a primary concern for Genesys
Biolabs as the country has been facing poor economic conditions for some years now.
The major challenges that the company might have to face include scarce supply of
water, complete reliability on oil imports as well as regional instability.
 Social Factors – Jordan's social condition is a mix of traditions as there are a lot of
people living from the different parts of the world. Poverty still prevails in the country.
Thus, the company should pay more attention on the social factors that prevail in the
country which will be helpful during the marketing of the system.
 Technological Factors – Jordan has digitally transformed over the years with high speed
connectivity between hospitals, schools and other agencies (Toro-Jarrín, Ponce-Jaramillo
and Güemes-Castorena, 2016). Thus, implementing the system in the hospitals as well as
its marketing process will be easier.
 Environmental Factors – Jordan is a country with various environment issues like low
rainfall, high temperature etc. Thus, there are chances that the system might not always
provide the accurate result as environment temperature can cause variations while the test
is being performed.
 Legal Factors – Jordan has its own legal structure and the respective company should
follow the rules and regulations. This can impact the overall process of introducing the
system as well as the marketing process.
Porter's 5 forces model
 Bargaining Power of Suppliers – There are a lot of suppliers present in Jordan but the
law has controlled the price for the service and the lab owners union also created a
mechanism for coordination which means that the bargaining power of the suppliers is
high.
 Bargaining Power of Buyers – Since Jordan is not a very population dense country, the
buyers don't have a strong power to bargain. Also, currently there is not a tough
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competition as not many companies offer a system for early detection of lung cancer
which makes it a weak force. The comprehensive public health service has no cancer
screening coverage for free like in the case of free treatment. The average income of most
Jordaians is limited to low. The ministry of health has decided in coordination with the
lab owners union the price list of all lab tests.
 Threat of new entrants – Although there is a threat of new companies entering the
market once the system is launched (Hernández and Garcia, 2018). The new entrants can
enter the market by offering similar system at affordable rates.
 Threat of substitutes – There is a threat of the system being getting substituted as a
competitive firm can replace this particular system by introducing a new and improved
technology or algorithms.
 Competitive rivalry – This is an external force wherein there are chances that the
Jordanian government policies as well as regulations dictate the level of competition in
the healthcare industry which can impact the operations of the firm negatively in the long
term.
2.3 Power in the Industry
The analysis done above shows that the healthcare industry is a powerful industry with
various internal as well as external forces acting on it. In context to Genesys Biolabs, the
bargaining power of suppliers is a high force as there are a lot of suppliers in the region where
the company is planning to launch its operations. Thus, all the factors that are stated above affect
the operations of the company either positively or negatively.
2.4 Industry attractiveness
According to the external analysis conducted, it can be seen that the healthcare industry is
attractive and investors can invest in the same. Also, there is an increased demand of solutions to
detect cancer. Thus, OneTest will help people of the region to detect lung cancer at an early
stage. However, the power of suppliers has to be considered important as it can affect the
operations of the company and thus reduce the profitability in the region.
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3.0 Internal Analysis of the firm
3.1 Core Competencies and Skills
OneTest has many competencies like the population that was studied for the test was a
healthy test which does not happen in most cases. The biomarkers are already being used by
many clinical labs on a routinely basis worldwide.
3.2 VRIO Analysis
Resources Valuable Rare Inimitable Organised
System knowledge Yes - - -
Sales and Marketing capabilities Yes Yes - -
Employees Yes Yes Yes -
Patents Yes Yes Yes Yes
Valuable – The different valuable resources for Genesys Biolabs are - System knowledge : System Knowledge among employees is valuable as this will help
the company in providing appropriate knowledge to the customers and thus attract them
(Lee and et. al., 2017). Sales and Marketing capabilities : This resource will help the company in increasing its
sales, profitability as well as share in the market.
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 Employees : Employees are valuable as they help the company in achieving its goals and
targets.
 Patents : Patents are valuable as they help in creating a goodwill of the company in the
market.
Rare – Resources like system knowledge is not rare for Genesys Biolabs as there are other firms
who also have the knowledge of how the system operates. Sales and Marketing capabilities : The respective company plans and formulates its
marketing strategies according to the different products they launch in the market and not
use same old techniques (Beretta, Stucki and Hellweg, 2017). Employees : Genesys Biolabs has employees that are committed and loyal to it and are
also highly skilled which makes them rare.
 Patents : The respective company has patents that are specific to its products and the
technology it uses.
Inimitable – Resources like system knowledge and marketing and sales capabilities can be
imitated by any competitor. Some inimitable resources are as follows - Employees : Employees are considered inimitable because they skills that are possessed
by the employees of Genesys Biolabs might not necessarily be present in the employees
of other companies.
 Patents : Patents have the nature of not being getting copied or imitated by anyone.
Organised – System knowledge, Sales and marketing capabilities and employees do not fall in
category as they don't require to be organised constantly. Sources under this category are -
 Patents : Patents need to be renewed and organised from time to time so that competitors
do not copy anything.
Value chain analysis
Primary activities -
These are the most important activities within an organisation and include inbound
Logistics and Operations wherein buyers will select the suppliers from whom the raw material to
develop the system will be purchased (Riska, 2017). Also, Genesys Biolabs has operations in
different countries and there are numerous clinical labs that use biomarkers routinely. Outbound
Logistics and Marketing and Sales is where the company has a large distribution system which
makes it easier for it supply its products in different parts of the world. Also, the company
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markets itself and its products through various offline as well as online channels and also sells
them with big retailers and also includes service.
Support activities
These are the activities that support the primary activities. Infrastructure includes the
various departments within the company that keeps the company operational. The different
departments form the infrastructure of the company that provides services(Laugesen, 2016).
Human resource management is one of the most important activities in an organisation and
includes activities like hiring, selecting, planning, appraisal etc. They also include procurement
and technology development.
3.3 Benchmarking
The company can hire a supplier which will provide the materials that is needed by it in
order to conduct the test. This way the company will be able to offer high quality equipment to
conduct the test and thus detect cancer early.
3.4 Distinctiveness
Having a differentiated supplier for all its supplies will be beneficial as it will provide a
competitive advantage. But since the company is launching in the Jordian market for the first
time and has no expertise, it is most likely to face extensive competition while launching the
product.
3.5 Competitive Advantage
The analysis of the competencies of Genesys Biolabs show that they will provide an edge
to the company in Jordan when it launches OneTest, a test to detect lung cancer early. However,
there will be cases when the company faces a lot of competition from other brands in the market
as well as new entrants who will have local expertise and a better knowledge of the needs of the
customers.
CONCLUSION
From the above report, it can be concluded that there are different factors that drive
healthcare like high levels of disposable incomes as well as increased awareness among people.
The various models and frameworks that were applied in the report showed that the medical
sector in the healthcare industry has transformed greatly over the years. The bargaining power of
the suppliers was a strong force and should be addressed by formulating appropriate strategies.
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From the internal analysis, it can be concluded that the respective company has the competitive
advantage as it is launching a new and innovative system in the market.
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REFERENCES
Books & Journals
Beretta, C., Stucki, M. and Hellweg, S., 2017. Environmental impacts and hotspots of food
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and performance: GPTW & VRIO dimension analysis. Revista de Administração IMED.
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Online
Top 8 Healthcare Trends in 2019. 2020. [Online]. Available through:
<https://blog.definitivehc.com/top-8-healthcare-trends-2019>.
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Appendices 1 - PESTEL
Political Factors
According to the given article, France has a concern that automation could steal jobs. It
basically relates with how government interferes within the operations and success of company.
Genesys Biolabs needs to consider all political factors that are necessary to run the organisation
in an effective way. It consist of labour law, ta policies, environmental law, tariffs along with
political stability.
Table 1
Factors External factors to consider Importance
Political Political stability- It can be
refer to as strong democratic
principles that will help
companies to remain stable
on political basis.
It helps in to eliminate
uncertainty in rapid changes
in regulations and policies
across all industries and
sectors.
Economical Factors
They are the factors that includes costs like interest rates, wages, governmental activity,
policies, laws and unemployment. Respective organisation needs to analyse all these factors for
the smooth functioning of organisation. All these factors usually occur outside of the business
but has a major impact on value of investment in future.
Table 2
Factors External factors to consider Importance
Economic Wages- It is an effective
economical factor that can
put a major impact on
productivity of the company.
It is basically a fixed regular
payment which is earned by
the individuals for their work
and is typically paid on
It is an important factor in
Genesys Biolabs as it will
influence staff members of the
respective organisation to
work in an effective way and
with their full potential. It help
an organisation to motivate
their employees so that they
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monthly basis. can perform in an effective
and efficient manner.
Social Factors
It consist of belief practices and systems, traditions, customs as well as behaviour of
individuals in Jordan. Trends in market generally effect operations of Genesys Biolabs and will
effect it greatly.
Table 3
Factors External factors to consider Importance
Social Trends- It can be define as a
general direction where
something is modifying and
developing. It help an
organisation to work
according to customer
preferences and needs.
It is an important social
factor for Genesys Biolabs as
it will help them to know the
lifestyle of individuals so that
they can make their
experiments according to their
lifestyles as it is majorly focus
on diagnosing lung cancer.
Technological factors
This will include factors like technological incentives, automation, research and
development, level of innovation, technological change and many more. In respect of Jordan, by
implementing technological factors they able to conduct digital transform that help them in
developing connectivity among the hospitals, educational institutes, school and other related
agencies. This will help respective company in implementing system at the hospital and market
more effectively and successfully.
Table 4
Factors External factors to consider Importance
Technological factors  Automation  Automation will help
respective company to
develop system in more
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 Research and
development
proper manner.
 Through R&D, Jordan
able to develop system
properly which provide
proper result.
Environmental Factors
This factors will include wealth, climate change, environmental policies, pressures from
NGO's, rules and regulation related to environment and many more. In context of Jordan, they
may face numbers of related to high temperature, low rainfall and so on due to which their can
be occurrence that system might not work properly or that may provide inappropriate result. This
is so because environment temperature may cause variations in the test performance and result.
Table 5
Factors External factors to consider Importance
Environmental factors  Climate change
 Rules and regulation
related to environment
 Climate change can
impact on the result of
system, so company
need to develop system
accordingly.
 According to this
respective company
able to conduct their
work which will not
impact environment
negatively.
Legal Factors
This will include factors like numbers of laws, rules and policies which are developed by
a government bodies such as discrimination law, antitrust law, employment law, health and
safety law, copyright law and many more. In context of Jordan, they need to follow their own
legal structure as that will help them in conducting work properly related to system. Along with
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this, it will also help respective company in conducting system process properly as well as it will
also help in doing marketing practices.
Table 6
Factors External factors to consider Importance
Legal factors  Discrimination law
 Health and Safety law
 By this respective
company able to
conduct their business
operations without
conducting favouritism.
 According to health
and safety law Jordan
able to develop system
effectively which will
not harm health and
safety of people or
patients.
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REEFERENCES
Books & Journals
Kolios, A. and Read, G., 2013. A political, economic, social, technology, legal and
environmental (PESTLE) approach for risk identification of the tidal industry in the
United Kingdom. Energies. 6(10). pp.5023-5045.
Nandonde, F. A., 2019. A PESTLE analysis of international retailing in the East African
Community. Global Business and Organizational Excellence. 38(4). pp.54-61.
Perera, R., 2017. The PESTLE analysis. Nerdynaut.
Zahari, A. R. and Romli, F. I., 2019. Analysis of suborbital flight operation using PESTLE.
Journal of Atmospheric and Solar-Terrestrial Physics. 192. p.104901.
Zalengera, C., and et. al., 2014. Overview of the Malawi energy situation and A PESTLE
analysis for sustainable development of renewable energy. Renewable and Sustainable
Energy Reviews. 38. pp.335-347.
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Appendices 2 - Porter’s Five Forces
Porter's five forces
Porter's five forces model is a tool and technique which is used to analyse the industries
weaknesses and strengths for the growth of the economy. It is used to evaluate the competitive
environment for recognizing the strategies that leads to the profitability and productivity of the
business. In context to Genesys Biolabs, the five forces model is used to analyse the proper
detection of lung cancer which leads to the cure treatment for the customers (Nurlansa and Jati
2016). The porter's five forces model are classified as:
Threat of New Entrants
In Genesys Biolabs, it was developed since five years and it has been tested approx 1500
different samples. It plays a very important role that provides the requirement of this tests in
order to gain the goals and objectives.
Bargaining power of Suppliers
In this element, the multiple number of suppliers are high that the company can buy that
product in low price. In context to Genesys Biolabs, it should focuses on the resources of raw
materials that are available in the market at lower prices.
Bargaining power of Buyers
It ensures the product differentiation and the quality of the products that attracts the large
number of customer for buying that product. With reference to Genesys Biolabs, it enhances the
large number of customers to attract because it is the top most company in the UK market as well
as it is well established (Pokras 2017).
Threat of Substitutes
In this model, there are many substitutes which are available in the market in order to
maximise the profit. In Genesys Biolabs, it should focuses on the percentage of the new cases of
lung cancer.
Rivalry among Existing Firms
This should be determined as the competition among the existing firms. In Genesys
Biolabs, it determines the high risk of smokers which results in the mortality of the reduction.
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REFERENCES
Books & Journals
Amara, S. and Tiriveedhi, V., 2017. The five immune forces impacting DNA-based cancer
immunotherapeutic strategy. International journal of molecular sciences. 18(3). p.650.
Chatzoglou, P., and et. al., 2018. The role of firm-specific factors in the strategy-performance
relationship. Management Research Review.Nurlansa, O. and Jati, H., 2016. Analysis
porter’s five forces model on Airbnb. Elinvo (Electronics, Informatics, and Vocational
Education). 1(2). pp.84-96.
Harding, S., 2017. MBA management models. Routledge.
Pokras, O., 2017. Analysis of the Ukrainian instrument-making industry international
competitiveness using porter’s diamond. Technology audit and production reserves. 4(5
(36)). pp.31-36.Vargas-Hernández, J.G. and Garcia, F.C., 2019. The Link between a
Firm´ s Internal Characteristics and Performance: GPTW & VRIO Dimension Analysis.
REBRAE. 12(1). pp.19-30.
Zhao, Z. Y. and et. al, 2016. Competitiveness assessment of the biomass power generation
industry in China: A five forces model study. Renewable energy. 89. pp.144-153.
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Appendices 3 - Internal Analysis
VRIO Analysis
Valuable: It can be considered as a process in which the company considers all those
factors that prevent from lung cancer that has a global existence in the marketplace. As per
Genesys Biolabs,the manager focuses on those things that exploit opportunity to the lab or
prevent against the threat. It provides excellent services to reduce lung cancer at affordable price.
Worldwide existence: Herein, Genesys Biolabs considers all those elements that decrease
the lung cancer thus this lab has a global existence in the marketplace.
Network system: Genesys Biolabs focuses on using strong network system that assists
in effectively communicate with the patients of lung cancer thus it helps in build a good image in
the society (Yudhistira 2016).
Health care providers:In the context of Genesys Biolabs, the specialist provides
training to staff members regarding how to take care of patient of lung cancer.
Nurse: In discourse to Genesys Biolabs, the specialist must focus on whether nurses
providing a good services to its customers.
Rarity: Herein, the company considers those elements that is primarily rare and provide
highly competitive advantages in the marketplace. In context with Genesys Biolabs, worldwide
existence is not taken as rare as there are many labs those who perform their work well in
reducing the lung cancer.
Network system : Herein, Genesys Biolabs used strong communication system in order to
keep proper data, information and records of their patient to perform their work in effective
manner.
Staff members: Hereby, specialist of Genesys Biolabs perform their functions in an
effective manner in order to decrease the lung cancer (Chatzoglou and et. al., 2018).
Nurse: Genesys Biolabs, the specialist focus on providing the best services to its
customer so they must keep the well trained nurses in hospital to take care of patient.
Imitate:
Competition in today's world is increasing rapidly. It becomes important for the firm to make
sure that they hold their position in the market and do not let the competitors to lure their
customers. Imitate or costly to imitate is the best way of avoiding competition. If the company
uses differentiated resources with various new technologies it would be difficult for the
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competitors to copy them. In today's scenario copying one can easily get same infrastructure and
technological support. In case of Genesys Biolabs along with the valuable infrastructure it has
came up with this all new concept of early diagnosis of lung cancer which requires professional
help. Even though competitors get the same machinery and tools but to acquire similar human
intelligence is not that easy which will prove to be beneficial for the company.
Organization:
The last step of VRIO is organization. Organization here refers to a very well organised
management structure. This organised structure will lead to optimum utilization of resources
available with the company. It also helps to fully utilize the capabilities of the individuals. If the
company is not having internal resources, it is difficult to rely on the potential of just human
resources. In context of Genesys Biolabs, it is concluded that it is having competitive advantage
in business world as it deals with treatment of lung cancer. This company is well organised for
capturing value from the capability. It came up with an organized structure of management , IT
and other healthcare professionals in order to capture the value (Vargas-Hernández and Garcia
2019).
Value Analysis
Primary activities
It is one of the most essential activity that is needed to be performed by an organisation in
an effective manner. The activities that is involved are import from suppliers, sales of devices,
marketing of devices, export to customers and so on. It also involves inbound logistics as well as
outbound logistics. outbound Logistics is that when company makes large distribution of its
goods and services. Along with this, primary activities consist of the operations,supply chain and
logistics that helps to serve the consumers in potential manner. By the assistance of this, it is
easy for an organisation to supply their products at anywhere globally. In context to Genesys
Biolabs, it operates in various countries & all these clinical labs uses biomarkers on a routine
basis. If it is talked about inbound Logistics, in this buyers choose suppliers n order to purchase
good quality of raw materials. It is determined that company uses both online and offline
channels to sell their service in an effective manner.
Support activities
In reference to the support activities, it has been said that all the support activities help in
conducting the primary activity so that managers of the company will be able to gain competitive
21

advantages. In this context, some of the main support activities includes human resource
management, technology development, procurement and infrastructure. In the present context of
Genesys Biolabs, all these activities aid in supporting primary activities so that they can perform
the business operations in an effective manner. Infrastructure consist of those departments within
the organisation where all the operational activities are being conducted. Apart from this, it has
been said that human resource management are the one who perform all the business functions in
an effective manner so that they will be able to attain organisational goals and objectives. In
addition to this, another support activities includes technological development with the help of
which company will be able to manufacture high quality goods and services. In the present
context of Genesys Biolabs, managers of the company adopt adopt value chain model so that
they can perform all the business functions in an effective manner.
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REFERENCES
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Mudambi, R. and Puck, J., 2016. A global value chain analysis of the ‘regional
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Vargas-Hernández, J. G. and Garcia, F. C., 2019. The Link between a Firm´ s Internal
Characteristics and Performance: GPTW & VRIO Dimension Analysis. REBRAE.
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Yudhistira, G.R., 2016. the Vrio Analysis of Corporate Strategy in Facing the Implementation of
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UNIVERSITAS BAKRIE).
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