Product Policy of Bulgarian Companies in Times of Economic Crisis

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.