Costa, Afonso AlmeidaBeirão, Constança Margarida Ribeiro Xavier2023-01-252023-01-252022-01-182021-12-12http://hdl.handle.net/10362/148125I perform a strategic analysis of Allegro, the local competitor that was able to become the leader of the polish marketplace segment. This study revolves around how the company will be have with Amazon’s entry, as well as what it entails for the Polish market in the future, since both companies have big prospects and want to be ahead of the market. Despite Amazon being the global giant that was able to diversify its strategies and enter the Eastern European market, Allegro is not condemned in this battle for the Polish e-commerce market.engCompetitive strategyValue creationBusiness modelE-commerceCorporate advantageSustainability of competitive advantageAmazonSynergiesMarketplaceAllegromaster thesis203135865