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
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?
Creating defensible business models; competing with "copycat" clones.
Date posted: February 5, 2012