Value proposition and firm performance: segmentation of Polish online companies

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.