TY  - JOUR
T1  - Leading Innovation through Speech: A Sentiment-Based Analysis of EU Innovation Strategies
JO  - Journal of Emerging Trends in Marketing and Management
VL  - I
IS  - 1
SP  - 56
EP  - 64
PY  - 2026
DA  - 2026/06/08
PB  - The Bucharest University of Economic Studies Publishing House
PP  - Bucharest, Romania
T2  - 
AU  - TORJESCU, Ana-Maria
SN  - 2537-5865
DO  - 
UR  - https://www.etimm.ase.ro/RePEc/aes/jetimm/2026/JETIMM_V01_2026_179.pdf
KW  - Innovation
KW  - sentiment analysis
KW  - European Union
KW  - python
KW  - speech
AB  - Innovation represents a cornerstone of competitiveness and growth in today’s complex global landscape. While the European Union has positioned itself as a strong advocate for innovation, less attention has been paid to how its leaders communicate this agenda and frame strategies for fostering innovation. This study conducts a sentiment-based analysis of three key speeches: Ursula von der Leyen’s 2021 inauguration speech of the European Innovation Council, Iliana Ivanova’s 2024 Research and Innovation Week speech, and the Ekaterina Zaharieva’s 2025 Research and Innovation Days speech. Using Python-based tools, the analysis applies keyword frequencies, polarity–subjectivity indices, and the NRC Emotion Lexicon to capture the tone and emotional framing of these speeches. Findings show consistently positive and future-oriented speech, with trust and anticipation as dominant emotions. Variation emerges by role: presidential speeches emphasize credibility, commissioners’ speeches highlight inclusivity and inspiration, balance optimism with caution. The study demonstrates how sentiment analysis enriches understanding of innovation communication, positioning speeches as strategic tools for sensegiving, legitimacy-building, and EU identity construction.
ER  -