How to Launch a New Biosciences Product: Start Small or Dive in?

C16 Biosciences wants to replace palm oil, a major contributor to deforestation and climate change, with a lab-grown substitute. But CEO Shara Ticku faces a tough decision in bringing the product to market. Should she start small, with the lower volume personal care market? Or should she dive right into the booming lab-grown food market, with an interested investor? Harvard Business School Senior Lecturer Jeff Bussgang discusses his case, “C16 Biosciences: Lab-Grown Palm Oil.”