The purpose of this research is to compare marketing reports by applying: a) hermeneutics of textual data, b) dimensional analysis based on the Vaschy-Buckingham π theorem, and c) mathematical analysis of the dimensional structure. Brazilian and Chinese marketing reports for the 4th quarter of 2019 were analyzed. Colocation, term frequency, and correlation analysis, along with trend and flow graphs, identified the following categories for Brazil: Investment, Airport, Brazil, Hotel, Infrastructure, Major, Concession, Block, Sector, Believe, Growth, Cities, Events, Likely, Sporting, Government; it also yielded the following categories for China: Domestic, Hotel, China, International, Market, International, Tourism, Groups, IHG, Extensive, Airport, Major, Developed. Categories turned into fundamental and derived variables that entered the dimensional equations. Solving the equation systems gave a mathematical representation for each marketing report. Conclusions showed that both Brazilian and Chinese marketing focuses on value creation, with China also oriented to value communication in the marketing value chain.
|Translated title of the contribution||Aplicación de hermeneútica y análisis dimensional para comarar informes de marketing|
|Number of pages||17|
|Journal||International Journal for Quality Research|
|State||Submitted - Dec 25 2020|