Product Policy of Bulgarian Companies in Times of Economic Crisis

Krasimir Marinov
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Krasimir Marinov: University of National and World Economy, Sofia, Bulgaria

Economic Alternatives, 2015, issue 1, 5-18

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.

Keywords: product innovations; economic crisis; marketing strategy; product portfolio; product policy (search for similar items in EconPapers)
JEL-codes: M00 M31 (search for similar items in EconPapers)
Date: 2015
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