Impact of Marketing Synergy on the New Product Results

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

Ikonomiceski i Sotsialni Alternativi, 2020, issue 3, 37-51

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.

Keywords: marketing synergy; resource theory; new products; new product results (search for similar items in EconPapers)
JEL-codes: M31 M39 (search for similar items in EconPapers)
Date: 2020
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