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.
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 *