Roche case/Organisational strategy
Please read the Roche case (the article by George Anders from Fast Company - see Blackboard).
What does George Anders mean when he says, "for all of the ingenuity involved in making the GeneChip, it has required cleverness on Roche's part to use the chips effectively within a big organisation"?
(In your answer, give examples of how Roche changed its organisational approach to support effective use of the technology)