TY - CHAP
T1 - Multimodality in Strategy-as-Practice Research
AU - Knight, Eric
AU - Wenzel, Matthias
PY - 2025/3/11
Y1 - 2025/3/11
N2 - Eric Knight and Matthias Wenzel examine the multimodality of
strategizing. Drawing parallels to research in other domains of
organization studies, they show that the enactment of strategic
practices involves, amongst others, discursive modes (i.e., written or
oral texts such as speech acts, emails, documents or newspaper
articles), bodily modes (i.e., bodily movements such as gestures, gazes,
nodding or pointing) and material modes (i.e., objects and artefacts
such as tables, chairs, rooms or tools). As the concept of multimodality
signals, these different modes are typically interrelated. That is, one
typically finds a constellation of different modes involved in strategy
work. The authors review existing strategy as practice research in
terms of how they have conceptualized and captured the multimodality of
strategy work. They distinguish three different conceptualizations,
which they label ‘multimodality as representation’ (treating different
modes as reflected in each other), ‘multimodality as co-creation’
(treating different modes as recursively shaping each other) and
‘multimodality as intertwinement’ (treating different modes as
amalgamated). They discuss how each view of multimodality allows for
different types of insights to be gained on the doing of strategy.
AB - Eric Knight and Matthias Wenzel examine the multimodality of
strategizing. Drawing parallels to research in other domains of
organization studies, they show that the enactment of strategic
practices involves, amongst others, discursive modes (i.e., written or
oral texts such as speech acts, emails, documents or newspaper
articles), bodily modes (i.e., bodily movements such as gestures, gazes,
nodding or pointing) and material modes (i.e., objects and artefacts
such as tables, chairs, rooms or tools). As the concept of multimodality
signals, these different modes are typically interrelated. That is, one
typically finds a constellation of different modes involved in strategy
work. The authors review existing strategy as practice research in
terms of how they have conceptualized and captured the multimodality of
strategy work. They distinguish three different conceptualizations,
which they label ‘multimodality as representation’ (treating different
modes as reflected in each other), ‘multimodality as co-creation’
(treating different modes as recursively shaping each other) and
‘multimodality as intertwinement’ (treating different modes as
amalgamated). They discuss how each view of multimodality allows for
different types of insights to be gained on the doing of strategy.
KW - Management studies
UR - https://www.cambridge.org/core/books/cambridge-handbook-of-strategy-as-practice/25D931561CA99D9BAF3524DC064E8F87#fndtn-information
U2 - 10.1017/9781009216067.042
DO - 10.1017/9781009216067.042
M3 - Chapter
SN - 978-1-009-21607-4
SP - 729
EP - 739
BT - Cambridge Handbook of Strategy as Practice
A2 - Golsorkhi, Damon
A2 - Rouleau, Linda
A2 - Seidl, David
A2 - Vaara, Eero
PB - Cambridge University Press
CY - Cambridge
ER -