Open AccessImpact of Marketing Synergy on the New Product Results
Author(s) -
Krasimir Marinov
Publication year - 2020
Publication title -
ikonomičeski i socialni alternativi/ikonomičeski i socialni alternativi
Language(s) - English
Resource type - Journals
eISSN - 2534-8965
pISSN - 1314-6556
DOI - 10.37075/isa.2020.3.03
Subject(s) - marketing , marketing management , marketing research , business , marketing strategy , return on marketing investment , marketing effectiveness , digital marketing , marketing mix , product (mathematics) , relationship marketing , mathematics , geometry
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.