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The aim of this work is to increase awareness of the potential of the technique of text mining to discover knowledge and further promote research collaboration between knowledge management and the information technology communities. Since its emergence, text mining has involved multidisciplinary studies, focused primarily on database technology, Web-based collaborative writing, text analysis, machine learning and knowledge discovery. However, owing to the large amount of research in this field, it is becoming increasingly difficult to identify existing studies and therefore suggest new topics.

This article offers a systematic review of 85 academic outputs (articles and books) focused on knowledge discovery derived from the text mining technique. The systematic review is conducted by applying “text mining at the term level, in which knowledge discovery takes place on a more focused collection of words and phrases that are extracted from and label each document” (Feldman et al., 1998, p. 1).

The results revealed that the keywords extracted to be associated with the main labels, id est, knowledge discovery and text mining, can be categorized in two periods: from 1998 to 2009, the term knowledge and text were always used. From 2010 to 2017 in addition to these terms, sentiment analysis, review manipulation, microblogging data and knowledgeable users were the other terms frequently used. Besides this, it is possible to notice the technical, engineering nature of each term present in the first decade. Whereas, a diverse range of fields such as business, marketing and finance emerged from 2010 to 2017 owing to a greater interest in the online environment.

This is a first comprehensive systematic review on knowledge discovery and text mining through the use of a text mining technique at term level, which offers to reduce redundant research and to avoid the possibility of missing relevant publications.

This paper aims to investigate how pharmacies communicate their customer value proposition (CVP) in a complex and multiple-stakeholder setting. More specifically, from the pharmacists’ perspective, the study analyzes how CVP is articulated in complex settings/offerings and among multiple stakeholders; and elucidates the communication gap among stakeholders of the CVP.

Two studies were conducted to examine how offerings are communicated throughout the value chain. Through six in-depth interviews, Study 1 aimed to analyze how pharmacies articulate CVP for over-the-counter (OTC) drugs in a complex business-to-business-to-consumer setting. For Study 2, the data were collected from 113 French pharmacists to investigate the communication issues and to unveil the tools used to promote OTC drugs among the different stakeholders.

From the pharmacists’ perspective, the longer the chain, the more complex the efficiency of the CVP. This study conceives a new and adapted CVP as iterative and cumulative. This paper also highlights how value is distributed across the customer relationship in a complex and regulated industry. The findings feature a reciprocal perspective of CVP between the pharmaceutical labs and their direct/indirect customers. Final customers aim at creating a reciprocal approach with the different stakeholders. Pharmacists use a unidirectional perspective of CVP with their direct customers (patients/final customers).

The study contributes to a better understanding of the CVP in complex industries characterized by a chain of value distributed among multiple stakeholders (i.e. business-to-consumer and business-to-business). The article also enriches past research that analyzed the way firms communicate their offerings from a CVP perspective.