THE ECONOMIC CRISIS AND THE PRODUCT ASSORTMENT OF BULGARIAN COMPANIES
Author: Assoc. Prof. Krasimir Marinov PhD (UNWE)
The goal of this article is to study the impact of the economic crisis that has developed since 2008 on product assortment decisions of Bulgarian companies. Product is central element of the marketing mix and product related activities has material impact on development and implementation of a company's marketing strategy. Among most important product management decisions are those made for product assortment optimization. The question we seek to answer is whether the companies that has participated in the research actively use the product assortment as a marketing tool. The answer to this question and all conclusions in this article are based on a nationwide empirical research, conducted in August-September 2011. The findings provide valuable insights for researchers of marketing strategy and product policy, and for managers of Bulgarian companies that make decisions on product management in times of economic crisis.