Abstract

  


 



Attack of the Clones: Birchbox Defends Against Copycat Competitors


Peter A. Coles


Harvard Business School

Benjamin G. Edelman


Harvard University - HBS Negotiations, Organizations and Markets Unit

November 18, 2011

Harvard Business School Strategy Unit Case No. 912-010

Abstract:     
Birchbox offers trial-sized beauty products delivered monthly by mail -- attracting rave reviews. Seeing the success of this model, numerous "copycat" clones seek to offer the same service. Many of these copycats focus on non-U.S. countries, but others are challenging Birchbox on its home territory. Can Birchbox defend its position? How?

Learning Objective:
Creating defensible business models; competing with "copycat" clones.

working papers series


Date posted: February 5, 2012  

Suggested Citation

Coles, Peter A. and Edelman, Benjamin G., Attack of the Clones: Birchbox Defends Against Copycat Competitors (November 18, 2011). Harvard Business School Strategy Unit Case No. 912-010. Available at SSRN: http://ssrn.com/abstract=1998110

Contact Information

Peter A. Coles (Contact Author)
Harvard Business School ( email )
Soldiers Field Road
Morgan 270C
Boston, MA 02163
United States
Benjamin G. Edelman
Harvard University - HBS Negotiations, Organizations and Markets Unit ( email )
Soldiers Field
Boston, MA 02163
United States
HOME PAGE: http://people.hbs.edu/bedelman
Feedback to SSRN (Beta)


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