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Attack of the Clones: Birchbox Defends Against Copycat Competitors

Posted: 5 Feb 2012  

Peter A. Coles

Airbnb

Benjamin G. Edelman

Harvard University - HBS Negotiations, Organizations and Markets Unit

Date Written: November 18, 2011

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.

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: https://ssrn.com/abstract=1998110

Peter Coles (Contact Author)

Airbnb ( email )

888 Brannan St
San Francisco, CA 94103
United States

Benjamin Edelman

Harvard University - HBS Negotiations, Organizations and Markets Unit ( email )

Soldiers Field
Boston, MA 02163
United States

HOME PAGE: http://people.hbs.edu/bedelman

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