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http://dx.doi.org/10.13088/jiis.2016.22.4.087

Discovery of Market Convergence Opportunity Combining Text Mining and Social Network Analysis: Evidence from Large-Scale Product Databases  

Kim, Ji-Eun (Dept. of Business Opportunity Analysis, KISTI)
Hyun, Yoonjin (Graduate School of Business IT, Kookmin University)
Choi, Yun-Jeong (Dept. of Business Opportunity Analysis, KISTI)
Publication Information
Journal of Intelligence and Information Systems / v.22, no.4, 2016 , pp. 87-107 More about this Journal
Abstract
Understanding market convergence has became essential for small and mid-size enterprises. Identifying convergence items among heterogeneous markets could lead to product innovation and successful market introduction. Previous researches have two limitations. First, traditional researches focusing on patent databases are suitable for detecting technology convergence, however, they have failed to recognize market demands. Second, most researches concentrate on identifying the relationship between existing products or technology. This study presents a platform to identify the opportunity of market convergence by using product databases from a global B2B marketplace. We also attempt to identify convergence opportunity in different industries by applying Structural Hole theory. This paper shows the mechanisms for market convergence: attributes extraction of products and services using text mining and association analysis among attributes, and network analysis based on structural hole. In order to discover market demand, we analyzed 240,002 e-catalog from January 2013 to July 2016.
Keywords
Market Convergence; Association Analysis; Social Network Analysis; Structural Hole; B2B e-Marketplace; e-Catalog;
Citations & Related Records
Times Cited By KSCI : 7  (Citation Analysis)
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