Markus A. Höllerer is Professor of Public Management and Governance at WU Vienna University of Economics and Business, Austria, and Professor of Organization Theory at UNSW Business School, Australia.

Theo van Leeuwen is Professor at the Department of Language and Communication at the University of Southern Denmark.

Dennis Jancsary is Assistant Professor at the Institute for Organization Studies at WU Vienna University of Economics and Business, Austria.

Renate E. Meyer is Professor of Organization Studies at WU Vienna University of Economics and Business, Austria, and part-time Professor of Institutional Theory at Copenhagen Business School, Denmark.

Thomas Hestbæk Andersen is Associate Professor at the Department of Language and Communication at the University of Southern Denmark

Eero Vaara is Professor of Organization and Management in the Department of Management Studies at Aalto University School of Business, Finland. He is a permanent Visiting Professor at EMLYON Business School, France, and a Distinguished Visiting Scholar at Lancaster University, UK.

Part I: Introduction

1 Purpose of this volume

2 A social semiotic approach to multimodality

Part II: Strategies for multimodal scholarly inquiry

3 Approaches, methods, and research agenda: An overview

4 The archaeological approach

5 The practice approach

6 The strategic approach

7 The dialogical approach

8 The documenting approach

9 Summary: Towards multi-approach studies in multimodal organization research

Part III: Application

10 Introduction to four case studies

11 The power of diagrams

12 The use of logos in post-merger identity construction at Aalto University

13 Multimodal meaning-making in online shopping

14 Multimodal legitimation and corporate social responsibility (CSR)

Part IV: Discussion

15 The way ahead: Discussion and conclusion