Trend spotting: Using text analysis to model market dynamics

As marketers, we are confronted by an increasingly complex world—one characterized by markets that emerge and evolve at an unprecedented rate.


Grammars in both cooking and engineering exist not just as rules but as a set of unspoken practices taken for granted. (Arthur, 2009, p. 77)

Over the past decade, we have witnessed a growing interest in the study of markets and their dynamics (Dolbec & Fischer, 2015; Humphreys, 2010; Penaloza & Venkatesh, 2006). This interest is fueled by the realization that market emergence and

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