Comparing Marketing Report by Hermeneutics and Dimensional Analysis of Textual Data

Research output: Chapter in Book/Report/Conference proceedingConference contribution


The purpose of this research is to compare marketing reports by applying and testing: a) dimensional analysis based on application of the Vaschy-Buckingham π theorem to textual data, b) mathematical analysis of the categorical-conceptual resulting structure and their corresponding equations, and c) marketing value chain concepts. Brazilian and Chinese marketing reports for the 4th quarter of 2019 were analyzed under this analytical model. Hermeneutics analysis, such as colocation, term frequency, and correlation, along with trend, ratio, and flow graphs, was used to identify nuclear and axial categories. The conceptual analysis allowed proper definition of a structure with fundamental and derived variables. Results showed the following relevant categories (variables) for Brazil: Infrastructure, Airport, Brazil, Hotel, Major, Investment, Concession, Sector, Block, Believe, Cities, Growth, Events, Likely, Sporting, and Government. It also yielded the following categories (variables) for China: Market, International, Hotel, China, Domestic, Airport, Airports, Group, Hotels, IHG, International, Tourism, Extensive, Groups, Developed, Major, and Chinese. Categories turned into variables in the dimensional equations for the Buckingham π theorem; then, solving the resulting equation systems, it gave a mathematical representation of variable relationships for each marketing report. Conclusions regarding the marketing value chain showed that both Brazilian and Chinese marketing focuses on value creation. However, China is also oriented to value communication.
Original languageSpanish (Colombia)
Title of host publicationConference on Business Management and Social Innovation (ICBMANSOIN-20)
StateIn preparation - Sep 9 2020


  • Concept
  • Market Analysis
  • Textual Data
  • Hermeneutics
  • Dimensional Analysis

Cite this

Juarez Acosta, F. (2020). Comparing Marketing Report by Hermeneutics and Dimensional Analysis of Textual Data. Manuscript in preparation. In Conference on Business Management and Social Innovation (ICBMANSOIN-20)