Constructing Innovation: How Firms Use Market Communication to Shape Perceptions of Innovation
This PhD project at Aston University explores how firms strategically use market communication to shape perceptions of innovation among external stakeholders. In contemporary markets, competitive advantage is increasingly determined not only by a firm's ability to innovate, but also by how innovation is communicated and perceived. Traditional measures of innovation, such as patents and R&D intensity, often overlook the critical role of communication in value creation, especially under conditions of uncertainty.
The project reconceptualises innovation as a perception-based construct, co-created through firm communication and stakeholder interpretation. It introduces the concept of 'communicated innovation,' which refers to the emphasis firms place on innovation in their market-facing narratives. This is contrasted with 'realised innovation,' measured by objective outputs, allowing for the identification of a 'talk–walk gap' between what firms claim and what they actually achieve.
Drawing on marketing and strategy insights, the research investigates how firms use language, framing, and narrative structures to signal innovation and influence stakeholder perceptions. Special attention is given to forward-looking statements, transformational rhetoric, and emphasis framing, which shape expectations about future value creation. The project also examines the alignment or divergence between communicated and realised innovation, and the implications for credibility and market outcomes.
Empirically, the project employs large-scale textual analysis of earnings call transcripts, integrating firm-level financial, analyst, and innovation data. Both traditional natural language processing (NLP) techniques and advanced large language models (LLMs) are used to capture the salience and deeper semantic features of innovation-related language. This multi-method approach enables a nuanced and scalable analysis of strategic communication, advancing marketing theory by positioning communication as a central mechanism for constructing and valuing intangible assets.
The successful candidate will join the College of Business and Social Sciences at Aston University, based in Birmingham, UK. The position is fully funded, covering all tuition fees and providing an annual stipend. However, candidates are responsible for costs related to relocation, campus visits, visa, flights, and NHS Surcharge. Applicants must hold a First or Upper Second Class Honours undergraduate degree and a Masters degree with Merit or Distinction in relevant subjects. Overseas qualifications are considered if equivalent. Applications must include transcripts, certificates, research and personal statements, CV, two academic references, evidence of English language proficiency, and a passport copy. Interviews will be conducted online via Microsoft Teams.
For further information, contact Professor Marian Garcia at [email protected] or the Postgraduate Admissions team at [email protected]. The application deadline is May 18, 2026. Apply via the provided link and ensure all documents are submitted for consideration.
