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As a result, the company quickly grew into a multi million dollar company. With such success, Gene One's executives and Board of Directors are faced with the decision to maintain its privately owned state or go public within the next three years.
Situation Background (Step 1)
As a privately owned company, Gene One has been able to establish the company as an innovator in the biotech industry. In order to achieve its goals of being a leader in the industry, Gene One needs to realize more visibility and creditability by becoming a public company. In order to do this, Gene One must build its brand image, increase its customer base and implement a marketing infrastructure...
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