The Reverse Synergy: Another Way of Thinking by

Abstract. Synergy is deemed a good possibility to obtain competitive advantages and has already received a lot of attention in literature, but despite that fact, it is still a developing concept. Analyzing the traditional approaches to synergy attaining in business and the peculiarities of system nature the article develops specific prerequisites that can lead to synergy emergence. Based on the tendency of diminishing marginal product the paper recognizes another opportunity of increasing the economic efficiency. Understanding of the synergy emergence basic impacts may strengthen the managers ’ approach while trying to improve organization overall efficiency. Moreover, the reverse thinking can help to discover organization’s intangible potentials. The article aims to extend the scopes of the synergy research and introduces a definition of the reverse synergy concept