Title: Value proposition and firm performance: segmentation of Polish online companies

Authors: Tymoteusz Doligalski; Piotr Zaborek; Sylwia Sysko-Romańczuk

Addresses: Institute of Value Management, Warsaw School of Economics, Madalińskiego 31/33, Room 12, 02-544 Warsaw, Poland ' Institute of International Marketing and Management, Warsaw School of Economics, Madalińskiego 6/8, Room 10, 02-513 Warsaw, Poland ' Warsaw University of Technology Business School, Koszykowa 79, 02-008 Warsaw, Poland

Abstract: The purpose of the paper was to identify approaches to value proposition in online companies and their consequences to firm performance. The paper presents a deconstructivist view on online value proposition. Based on this approach a survey of 150 Polish online firms was conducted. The research allowed to distinguished five segments of companies: suppliers of unique offerings, specialised newcomers, comprehensive incumbents, productivity enhancers and run-of-the-mill retailers. The findings contradict some results reported in other related studies, e.g., despite distinct characteristics identified segments do not show statistically significant differences in sales profit margin.

Keywords: online value proposition; internet; e-commerce; e-marketing; market segmentation; Poland; firm performance; electronic commerce; electronic marketing; online marketing; sales profit margins.

DOI: 10.1504/IJBPM.2015.068733

International Journal of Business Performance Management, 2015 Vol.16 No.2/3, pp.133 - 148

Received: 26 May 2014
Accepted: 15 Nov 2014

Published online: 09 Apr 2015 *

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