Konkurowanie w przestrzeni wirtualnej w warunkach rosnącej koncentracji rynkowej – przykład segmentu płyt wideo i muzycznych
Competing in Virtual Space in Conditions of Increasing Market Concentration – the Example of the Video and Music Disc Segment

Summary/Abstract: In many segments of e-commerce is a concentration of activity in the hands of a few companies and there is no question of dispersed competition from many small players. The dominance of several, and in the extreme case of one company, leads to increased competition and pushes smaller firms out of the market. This raises the question of how small online shops should operate in order to be able to continue operating in a concentrated market. The purpose of the paper is to identify and evaluate the usefulness of methods and drivers of competition used by an online store operating in a segment of high market concentration. Findings show that the strategic layer about the possibility of survival and development in the concentrating sector is determined by the choice of market niche, flexibility and compliance with the principle of financial balance. In the operational layer, the drivers of competition are level of price, logistics, customer service, and marketing activities

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