  In order to face the complexity of business environments and detect
priorities while triggering contingency strategies, we propose a new
methodological approach that combines text mining, social network and big data
analytics, with the assessment of stakeholders' attitudes towards company core
values. This approach was applied in a case study where we considered the
Twitter discourse about core values in Italy. We collected more than 94,000
tweets related to the core values of the firms listed in Fortune's ranking of
the World's Most Admired Companies (2013-2017). For the Italian scenario, we
found three predominant core values orientations (Customers, Employees and
Excellence) - which should be at the basis of any business strategy - and three
latent ones (Economic-Financial Growth, Citizenship and Social Responsibility),
which need periodic attention. Our contribution is mostly methodological and
extends the research on text mining and on online big data analytics applied in
complex business contexts.
