Value proposition and firm performance: segmentation of Polish online companies

Tymoteusz Doligalski, Piotr Zaborek and Sylwia Sysko-Romańczuk

International Journal of Business Performance Management, 2015, vol. 16, issue 2/3, 133-148

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. (search for similar items in EconPapers)
Date: 2015
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Citations: View citations in EconPapers (2)

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