Technological Synergy in New Product Development
Author: Krasimir Marinov (University of National and World Economy)
Keywords: technological synergy, technological capabilities, new product development, new product’s success.
This paper explores the impact of the technological synergy on the results of new product development. The view that prevails in the published research is that the companies, which possess more advanced technological capabilities, are more innovative, and thus are able to develop successful products. At the same time, researchers maintain that the understanding of what the capabilities in new product development originate from, is still limited. This paper presents results of plenty of research on the essence of the firm's technological capabilities, and supports the view that technological capabilities play a key role in the innovation activities. Empirical research in Bulgarian companies on the link between technological synergy and the new product’s success has been presented. Results of this research support the two hypotheses: that there is a link between the technological synergy and the indicators for measurement of new product's success, and that there is a link between the technological synergy and the magnitude of new product’s success.