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Product Policy of Bulgarian Companies in Times of Economic Crisis

Author

Listed:
  • Krasimir Marinov

    (University of National and World Economy, Sofia, Bulgaria)

Abstract

The aim of this article is to study the effects of the post-2008 economic crisis on the decisions of Bulgarian companies in the field of their product policies. A product is the most significant marketing tool and so the activities and measures related to it strongly affect the development and application of a company’s marketing strategy. The greatest importance is put on the decisions regarding the product portfolio optimization, product mix management and the development of new products. The analysis is made on grounds of data from a national survey carried out in August and September 2011. The conclusions and summaries presented in the article are interesting for both researchers in the field of companies’ marketing strategy and product policy and practice managers and specialists in charge of decision making with regard to product portfolio and product mix management.

Suggested Citation

  • Krasimir Marinov, 2015. "Product Policy of Bulgarian Companies in Times of Economic Crisis," Economic Alternatives, University of National and World Economy, Sofia, Bulgaria, issue 1, pages 5-18, March.
    • Handle: RePEc:nwe:eajour:y:2015:i:1:p:5-18
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    File URL: http://www.unwe.bg/uploads/Alternatives/1_Marinov.pdf
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    References listed on IDEAS

    as
    1. Galina Mladenova, 2013. "Marketing Strategies of Companies in Bulgaria in Times of Economic Crisis," Economic Alternatives, University of National and World Economy, Sofia, Bulgaria, issue 3, pages 13-23, September.
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      More about this item

      Keywords

      product innovations; economic crisis; marketing strategy; product portfolio; product policy;
      All these keywords.

      JEL classification:

      • M00 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General - - - General
      • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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