Multimodal Strategies of Theorization: A Historical Analysis of Reinforced Concrete

Melodie Cartel, Sylvain Colombero, Eva Boxenbaum

Research output: Contribution to conferencePaperResearchpeer-review


This paper examines the role of multimodal strategies in processes of theorization. Empirically, we investigate the theorization process of a highly disruptive innovation in the history of architecture: reinforced concrete. Relying on archival data from a dominant French architectural journal from 1885 to 1939, we studied how this new material became legitimized for the construction of buildings. Our early coding revealed three multimodal strategies associated with theorization: emotional, narrative, and lexical. Our intention when developing the full paper is to articulate these findings with well-known rhetorical strategies and develop a process model of theorization.
Original languageEnglish
Publication date2017
Number of pages21
Publication statusPublished - 2017
EventThe 33rd EGOS Colloquium 2017: The Good Organization - Copenhagen Business School, Copenhagen, Denmark
Duration: 6 Jul 20178 Jul 2017
Conference number: 33


ConferenceThe 33rd EGOS Colloquium 2017
LocationCopenhagen Business School
Internet address

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  • Institutional innovation
  • Theorization
  • Multimodality

Cite this

Cartel, M., Colombero, S., & Boxenbaum, E. (2017). Multimodal Strategies of Theorization: A Historical Analysis of Reinforced Concrete. Paper presented at The 33rd EGOS Colloquium 2017, Copenhagen, Denmark.