Application of Hermeneutics and Dimensional Analysis to Compare Marketing Reports
Resumen
Visión General
Visión General
Abstracto
The purpose of this research is to compare marketing reports by applying: a) hermeneutics of textual data, b) dimensional analysis based on the application of the Vaschy-Buckingham π theorem, and c) mathematical analysis of the categorical-conceptual resulting structure and their correspondingequations. 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 the trend, ratio, and flow graphs, was used to identify nuclear and axial categories, showing the followingrelevant categories for Brazil: Investment, Airport, Brazil, Hotel, Infrastructure, Major, Concession, Block, Sector, Believe, Growth, Cities, Events, Likely, Sporting, and Government; it also yielded the following categories for China: Domestic, Hotel, China, International, Market, International, Tourism, Groups, IHG, Extensive, Airport, Major, and Developed. Categories turned into variables; then, aconceptual analysis allowed the proper definition of a structure with fundamental and derived variables that entered the dimensional equations for the Vaschy-Buckingham π theorem. Then, solving the resulting equation systems gave a mathematical representation of variable relationships for each marketing report.Conclusions showed that both Brazilian and Chinese marketing focuses on value creation, with China being also oriented to value communication in the marketing value chain.
