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This paper presents the importance of the price-setting practices in the Bulgarian companies. According to the published research, the pricing, including that for the new products at their introduction into the market, is one of the most complex decisions in the company. When setting the price for a new product, the companies apply three price-setting practices: value-based pricing, competition-based pricing, and cost-based pricing. Results of empirical study amongst Bulgarian companies reveal that the most important price-setting factor for the tangible products are the prices of competitors’ products, and for the services - the fit between price and product parameters.

The purpose of the article is to make a review of the studies dealing with the order of company market entry as a success factor for new products. On the one hand, the interest in the review is driven by the need to develop and launch successful new products and, on the other, the high likelihood for product failure was confirmed by a lot of studies. Furthermore, research in the last years has considered the order of company market entry a factor that determines the market performance of company new products. As a result of the review, a classification is proposed of the studies on the order of company market entry including three areas: consequences of company market entry; pre-entry conditions; characteristics of the economic environment influencing the first two areas. The main conclusion formulated in the article is that, overall, the studies on the order of market entry support the relation between entry timing and company performance with the order of market being a question of matching company resources and capabilities, and environment requirements. The methods of analysis and synthesis as well as induction and deduction are used in the article.

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 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.