Krasimir Marinov – Department of Marketing and Strategic Planning, University of National and World Economy, Sofia 1700,


6th International Conference – ERAZ 2020 – KNOWLEDGE BASED SUSTAINABLE DEVELOPMENT,  Online/virtual, May 21, 2020, CONFERENCE PROCEEDINGS

Published by: Association of Economists and Managers of the Balkans – Belgrade, Serbia

Conference partners: Faculty of Economics and Business, Mediterranean University, Montenegro; University of National and World Economy – Sofia, Bulgaria; Faculty of Commercial and Business Studies – Celje, Slovenia; Faculty of Applied Management, Economics and Finance – Belgrade, Serbia

ISSN 2683-5568, ISBN 978-86-80194-33-2, DOI:



The purpose of this paper is to present the findings from an empirical study on the impact of
company senior management support on the performance of the new products of Bulgarian companies.
The paper considers the major studies on company senior management support and suggests a typology
of these studies based on two criteria. A methodological framework for the research on company senior
management support has also been substantiated. The empirical study results show that there is a relation
between the degree of company senior management support and the degree of new product success as well
as between the degree of company senior management support and the indicators measuring new products’
performance. The theoretical and practical contribution of the paper is related to the justification
of the methodological framework for the research on company senior management support as well as to
the results concerning the relation between senior management support and the success of new products.

Key words

Product innovations, Product success, Senior management role, Empirical results, Bulgaria.


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