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The Possibilities and Limitations of Using Google Books Ngram Viewer in Research on Management Fashions

Author

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  • Dag Øivind Madsen

    (Department of Business, Marketing and Law, USN School of Business, University of South-Eastern Norway, 3511 Hønefoss, Norway)

  • Kåre Slåtten

    (Department of Business, Marketing and Law, USN School of Business, University of South-Eastern Norway, 3511 Hønefoss, Norway)

Abstract

Google Books Ngram Viewer (GNV) is an analytical tool that uses quantitative methods to analyze digitized text. This paper looks at the possibilities and limitations of using GNV in management fashion research, an area of management research that examines the lifecycle and evolution of management concepts and ideas. GNV provides a historical big picture of the lifecycle and popularity of specific terms and phrases in books. It is argued that this tool could have a natural application in the study of management fashions, since books are a medium through which popular management concepts and ideas have traditionally been diffused. The paper provides several illustrative examples of how GNV can be applied to study management fashions and identifies the tool’s main possibilities and limitations. Although GNV has obvious advantages such as accessibility and user-friendliness, researchers should exercise caution, as it only provides a partial picture of the impact of management fashions.

Suggested Citation

  • Dag Øivind Madsen & Kåre Slåtten, 2022. "The Possibilities and Limitations of Using Google Books Ngram Viewer in Research on Management Fashions," Societies, MDPI, vol. 12(6), pages 1-12, November.
    • Handle: RePEc:gam:jsoctx:v:12:y:2022:i:6:p:171-:d:980184
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    References listed on IDEAS

    as
    1. Herman Aksom, 2017. "Infused with value? Trajectories, discourses and institutional constructions in Beyond Budgeting diffusion," International Journal of Management Concepts and Philosophy, Inderscience Enterprises Ltd, vol. 10(2), pages 199-225.
    2. Jos Benders & Jurriaan Nijholt & Stefan Heusinkveld, 2007. "Using Print Media Indicators in Management Fashion Research," Quality & Quantity: International Journal of Methodology, Springer, vol. 41(6), pages 815-829, December.
    3. Dag Øivind Madsen, 2020. "The Evolutionary Trajectory of the Agile Concept Viewed from a Management Fashion Perspective," Social Sciences, MDPI, vol. 9(5), pages 1-22, May.
    4. Thuy Duong Oesterreich & Julian Schuir & Frank Teuteberg, 2020. "The Emperor’s New Clothes or an Enduring IT Fashion? Analyzing the Lifecycle of Industry 4.0 through the Lens of Management Fashion Theory," Sustainability, MDPI, vol. 12(21), pages 1-29, October.
    5. Dag Øivind Madsen & Daniel Johanson & Tonny Stenheim, 2020. "The history and trajectory of economic value added from a management fashion perspective," International Journal of Management Concepts and Philosophy, Inderscience Enterprises Ltd, vol. 13(1), pages 51-79.
    6. Dag Øivind Madsen & Kåre Slåtten, 2019. "Examining the Emergence and Evolution of Blue Ocean Strategy through the Lens of Management Fashion Theory," Social Sciences, MDPI, vol. 8(1), pages 1-23, January.
    7. Dag Øivind Madsen, 2016. "Using Google Trends in Management Fashion Research: A Short Note," Working Papers hal-01343880, HAL.
    Full references (including those not matched with items on IDEAS)

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