Abstract
Content analysis proves to be very useful in inferring the intention among competing firms. Content analysis is the systematic and replicable examination of symbols of communication. Like individuals, firms render messages outside of themselves. Their daily activities are, so to speak, communications process. Therefore researchers are able to apply content analysis to the exploration of firms' behavior. This paper will take up, as one of these cases, new products news releases made by inkjet printer makers. Through the analysis, the product concept trajectory is developed. These depicted trajectories show us the intention of competing firms.
