Searching for synergy from a combination of heterogeneous business models: measurement and assessment from the Polish software industry

The authors propose a universal methodology for measuring and assessing the synergy potential when combining companies into a group, using the business model perspective. Based on interviews with company representatives, as well as consultations with Polish software industry experts, we have found 40 key variables which are characteristic for business models of resellers and integrators. The combination of business model concepts, of Balanced Scorecard and multi-criteria decision analysis, as proposed in the paper, allows the opportunities and threats (for strategic objectives to be reached within company group) in terms of business model variables, to be indicated more precisely. The results of the multi-criteria analysis of the decision making process show the reseller - integrator combination to create a high potential for market synergies and an average potential for improving operational processes. Present methodology generates the transparent information on how a business model works and how it stimulates the combination of companies. In particular, we provide the picture of synergy potential of the company group.