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.
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