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Leading Innovation through Speech: A Sentiment-Based Analysis of EU Innovation Strategies

Author

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  • Ana-Maria TORJESCU

    (The Bucharest University of Economic Studies)

Abstract

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.

Suggested Citation

  • Ana-Maria TORJESCU, 2026. "Leading Innovation through Speech: A Sentiment-Based Analysis of EU Innovation Strategies," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 56-64, March.
    • Handle: RePEc:aes:jetimm:v:1:y:2026:i:1:p:56-64
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    References listed on IDEAS

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    JEL classification:

    • A10 - General Economics and Teaching - - General Economics - - - General
    • M00 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General - - - General
    • O30 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - General

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