Business Models and Growth Modes : Qualitative Research of Polish Online Companies

The purpose of the paper was to identify differences and similarities between business models and growth modes of Polish online companies. Following statistical segmentation five companies were chosen. Companies as the segment representatives were the subject of qualitative research. The analysed companies share some similarities (e.g. contribution to customer efficiency, breadth of choice) and differences (e.g. content management, customer value co‐creation). The identified growth mode is based on entering foreign markets after reaching a certain scale on the domestic market