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  • November 2016 (Revised July 2018)
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Selling on Amazon at Tower Paddle Boards

By: Thales S. Teixeira and David Lopez-Lengowski
  • Format:Print
  • | Language:English
  • | Pages:14
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Abstract

By June 2012, Stephan Aarstol felt that he had successfully passed the first critical stage of his ecommerce business. As the founder and CEO of a standup paddleboard (SUP) business, he had built a strong relationship with Asian manufacturers, built a small warehouse and fulfillment center, designed an innovative line of inflatable SUPs, and built an ecommerce website that sold boards and accessories to consumers. After the rising trend in interest for the sport provided a strong wave of growth in sales, Aarstol contemplated the next stage at Tower Paddle Boards. Should he partner with Amazon to sell his full line of boards—manufactured under his brand—and accessories—manufactured by other brands? Should he sell to Amazon? Should he sell on Amazon marketplace? Or should he avoid the powerful online retail giant altogether?

Keywords

Tower Paddle Boards; Amazon; E-commerce; Online Shopping; Distribution; Internet and the Web; Business Growth and Maturation; Marketing Channels; Distribution Channels; Decision Choices and Conditions; Consumer Products Industry; Retail Industry

Citation

Teixeira, Thales S., and David Lopez-Lengowski. "Selling on Amazon at Tower Paddle Boards." Harvard Business School Case 517-047, November 2016. (Revised July 2018.)
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Related Work

    • November 2016 (Revised July 2018)
    • Faculty Research

    Selling on Amazon at Tower Paddle Boards

    By: Thales S. Teixeira and David Lopez-Lengowski
Related Work
  • Selling on Amazon at Tower Paddle Boards By: Thales S. Teixeira and David Lopez-Lengowski
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