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Boxed

By: Laura Huang and Andy Wu
  • Format:Print
  • | Language:English
  • | Pages:23
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Abstract

Boxed.com (“Boxed”) is an ambitious e-commerce retailer start-up, founded by visionary CEO Chieh Huang in 2013. From starting in Huang’s garage in 2013, to winning Emerging E-Retailer of the Year in 2016, to having 4 operational distribution centers in 2018, Boxed used a variety of strategies in order to gain customers and grow its presence. This case explores the journey that the scrappy, new entrant navigated as it competed against large, goliath players in an already established retail and e-commerce industry.

Keywords

E-commerce; Entrepreneurial Management; Business Startups; Leadership; Strategy; Success; Retail Industry

Citation

Huang, Laura, and Andy Wu. "Boxed." Harvard Business School Teaching Note 720-399, September 2019.

About The Authors

Laura Huang

Organizational Behavior
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Andy Wu

Strategy
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