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Impact of Marketing Synergy on the New Product Results

Author

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  • Krasimir Marinov

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

Abstract

Studies reveal that marketing synergy is related to the market performance of new products, and thus is considered to be a fac­tor of their success. The goal of the article is to present results from an empirical study of the impact of marketing synergy on new prod­uct results in Bulgarian companies. The article outlines research on the resource theory as a base for the concept of marketing synergy, and presents different views of marketing synergy as a success factor in new product develop­ment. Marketing synergy is regarded as con­gruency between the existing marketing skills of the firm and the marketing skills needed to execute a new product initiative successfully. A methodological approach for research of the marketing synergy has been developed. Results of the empirical study reveal that there is a link between the level of marketing synergy and the indicators for measurement of new prod­uct results, but there isn’t a link between the level of marketing synergy and the level of new product success. The theoretical and practi­cal implications of the article are related to the development of a methodological approach for research of the marketing synergy and receiv­ing specific results for the relationship between marketing synergy and new product success.

Suggested Citation

  • Krasimir Marinov, 2020. "Impact of Marketing Synergy on the New Product Results," Ikonomiceski i Sotsialni Alternativi, University of National and World Economy, Sofia, Bulgaria, issue 3, pages 37-51, September.
    • Handle: RePEc:nwe:iisabg:y:2020:i:3:p:37-51
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    File URL: https://www.unwe.bg/doi/alternativi/2020.3/ISA.2020.3.03.pdf
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    More about this item

    Keywords

    marketing synergy; resource theory; new products; new product results;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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