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.