Multimodal Strategies of Theorization: Retracing the Fifty Year Institutionalization 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
EventAMJ Paper and Idea Development Workshop: Special Research Forum. New Ways of Seeing: Using Novel Theory and Meaningful Cross-disciplinary Collaborations to Advance Management Research - Lancaster University, Lancaster, United Kingdom
Duration: 6 Apr 20177 Apr 2017


WorkshopAMJ Paper and Idea Development Workshop
LocationLancaster University
Country/TerritoryUnited Kingdom
Internet address


  • Institutional innovation
  • Theorization
  • Multimodality

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