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Visuals are a crucial part of strategizing, whether it be through the use of body gesture, the crafting of strategy presentations, or the use of new media technologies from videoconferencing through to data visualization. Yet studying these aspects of the strategy process is methodologically challenging and requires careful attention to how the data is collected and what questions the data analysis can address. In this chapter, we lay out choices for scholars and the opportunities these afford to new and promising agendas in strategy and management research.

This chapter examines the role of multimodal rhetoric in processes of theorization. Empirically, we investigated the theorization process of a highly disruptive innovation in the history of architecture: reinforced concrete. Relying on archival data from a prominent French architectural journal in the period from 1885 to 1939, we studied the rhetorical modes at play in the theorization of reinforced concrete. First, we found that theorization entailed two recursive activities: dramatization and evaluation. While dramatization relies on both verbal and visual (i.e., multimodal) means, evaluation relies on verbal means. We integrated these components into a dynamic model of theorization that explains how visual discourse contributes to theorization beyond the effects of verbal discourse.

The purpose of this study is to examine cross-cultural differences in the use of visual tangible cues in local corporate Web sites of six nations.

A quantitative content analysis was used to obtain a numerically based summary of visual tangible cues utilized in 207 Web sites of global service corporations.

A clear pattern of differences was observed in the major visual functions (literal vs symbolic), the use of photographs vs illustrations and the utilization of interactive elements between two groups of nations. Eastern visuals tend to rely more on symbolic visuals performing association function, mixed use of photographs and illustrations and customer endorsement, whereas Western visuals are more likely to perform literal functions, use photographs and feature customer–employee interactions.

International services marketers who are planning a global campaign on the Web can benefit by using differentiated visual strategies, which reflect unique cultural characteristics of a target market.

This study adds a new contribution to an international account of Web services advertising in maintaining a comprehensive understanding of contemporary use of visual tangibles cues. It could benefit global services advertisers with both practical and theoretical implications, for no systematic studies have ever touched the visualization strategies on the Web.

The purpose of this paper is to holistically discuss, explore and synthesise the key literature on visual management (VM), an important, yet highly fragmented subject that is frequently referred in lean production accounts.

An extensive literature review was conducted to classify the current literature, to explore the different aspects and limitations of the current discussions on the subject, to clarify in what ways VM benefits manifest themselves in a workplace and to identify the future research focus.

VM is an important close-range communication strategy based on cognitively effective information conveyance. This strategy has been frequently discussed in the production management literature. However, the literature is fragmented as to the roles of VM in a production setting; the body of literature lacks integrated focus and cohesion with an abundance of related terminology from scholarly works and consultant books; a practical VM tools taxonomy and a visual workplace implementation framework were presented; there is poor clarity with regards to the functions (benefits) that VM may provide within organisations, nine conceptual VM functions were proposed; a wide array of future research directions related to VM was identified.

This paper synthesises the key literature related to VM, providing a conceptual picture of the current knowledge.

The purpose of this paper is to provide an evidence‐base for home modification guidelines for people with visual impairment due to age‐related macular degeneration (AMD), from the perspective of people with AMD, by exploring the home modifications they find useful and would recommend to other people with visual impairment due to AMD as being effective.

People with impairments may not be aware of their own coping with inability strategies until they are asked to express their strategies. A qualitative approach using semi‐structured individual interviews was used to elicit the perspectives of people with AMD with regards to their preferred home modification interventions. Interviews were recorded and then transcribed verbatim into text for thematical analysis using Nvivo 8.

In total, 31 individuals (aged 79.1±5.6 years) with AMD and no other ocular diseases were recruited from a low vision clinic or the Macular Degeneration Foundation database in a metropolitan city. Interviewees had not received any formal home modification assessment from a government provider. Nevertheless, 70 per cent of participants stated that they undertook home modifications themselves or with the assistance of family and friends. The most important functional modifications as perceived by the participants concerned the installation of hand rails, non‐slip matting, colour contrasting safety stair nosing, single lever taps, slip resistant flooring, lift chairs and motion sensors that activated pathway lighting. Kitchens, steps and bathrooms were perceived as hazardous locations. Most participants had difficulties with reading fine‐print material on kitchen appliances, washing machines, microwave ovens and remote controls for electronic devices in the home.

An evidence‐base for useful home modifications as suggested by people with visual impairment was perceived to be a valuable resource for other people with visual impairment who may not yet have developed adaptive strategies. Industrial and interior designers and low vision rehabilitation services who aim to improve functionality of the home environment will also find these suggestions useful.

The purpose of this paper is to explore how young children interact with a visualized search interface to search for storybooks by assembling the provided visual searching items and to explore the difference in visual search behaviours and strategies exhibited by pre-schoolers and second-graders.

The visualized search interface was used to help young children search for storybooks by dragging-and-dropping story characters, scene objects and colour icons to perform search queries. Twenty pre-schoolers and 20 second-graders were asked to finish a search task through the visualized search interface. Their activities and successes in performing visual searches were logged for later analysis. Furthermore, in-depth interviews were also conducted to research their cognitive strategies exhibited while formulating visual search queries.

Young children with different grades adopted different cognitive strategies to perform visual searching. In contrast to the pre-schoolers who performed visual searching by personal preference, the second-graders could exercise visual searching accompanied with relatively high-order thinking. Young children may also place different foci on the storybook structure to deal with conditional storybook queries. The pre-schoolers tended to address the characters in the story, whereas the second-graders paid much attention to the aspects of scene and colour.

This paper describes a new visual search approach allowing young children to search for storybooks by describing an intended storybook in terms of its characters, scenes or the background colours, which provides valuable indicators to inform researchers of how pre-schoolers and second-graders formulate concepts to search for storybooks.

This paper aims to examine the effects of visual themes and view perspectives on users’ visual attention to brand posts on Instagram. The impact of visual attention on brand attitude and recognition is also explored.

The authors conducted a 4 (visual themes: customer-centric, employee-centric, product-centric and symbolic visuals) × 2 (view perspectives: first-person view vs third-person view) between-subject factorial eye-tracking experiment to explore their effects on viewers’ visual attention (fixation frequency and fixation duration), attitude toward the brand and brand recognition.

Results showed that, under a first-person view, participants spent the longest time viewing customer-centric images and paid the most attention to product-centric and customer-centric images. For images in the third-person view, product-centric images received the longest fixation duration and highest fixation frequency. Customer-centric image and product-centric image generated significantly higher amount of fixation duration and fixation frequency than the symbolic image, regardless of view perspective. Brand recognition was positively influenced by fixation frequency but not by fixation duration.

This study is an extended application of Aaker’s (1996) brand identity planning model in visual branding on Instagram. As the findings indicated, the effective use of visual strategies could lead to more positive responses toward the brand. By understanding how optical elements stimulate visual branding processing, marketing professionals will be able to improve information designing skills in visual-based social media platforms (such as Instagram).

The purpose of this paper is to explore how a visual perspective can be applied to strategic communication research. First, the term visual communication will be examined from various perspectives with an attempt to develop a foundation for this new academic territory. Second, this study summarises how visual approaches are applied in strategic communication research during 2005-2015, this is done by a literature review including an overall content analysis.

In order to explore how visual approaches can be applied to strategic communication research, the study started with a literature review by examining the term visual communication from various perspectives. The second step was to do a brief content analysis in order to provide a detailed pattern of theoretical visual approaches in strategic communication research published in scientific journals in the field of strategic communication 2005-2015. A qualitative coding scheme was developed based on the classification of visual approaches in communication research by Barnhurst et al. (2004) and Martin (2011).

The findings of this study not only support previous research indicating that visual approaches in communication research are increasing; the study also points in the direction of that visual approaches in the research field of strategic communication has slightly emerged during 2005-2015.

This study summarises how visual approaches are applied in strategic communication research during 2005-2015.

This study can provide important knowledge about an innovative visual perspective in strategic communication research.

The purpose of this paper is to investigate whether the political setting (civil war versus temporary truce) in a country has an influence on firms' current narrative, visual, and numerical intellectual capital disclosure being included in the current market value of equity.

Using content analysis for data generation, this study identifies narrative, visual, and numerical intellectual capital disclosure in firms' annual reports. Financial data were obtained from firms' annual reports and the stock exchange. Fixed effect panel regression was conducted separately for the civil war period and temporary truce period.

The paper finds that during the period entirely beset by civil war, the current market value of equity includes net book value and current earnings only, and does not include narrative, visual, or numerical intellectual capital disclosure. During the period of temporary truce, the current market value of equity includes net book value, current earnings, and narrative disclosure, but not visual or numerical intellectual capital disclosure.

The findings provide insights into the effectiveness of disclosure strategies in politically unstable environments.

This study analyses the disclosure strategies in a civil war and temporary truce context.

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

For those of us born before 2000 without an iPhone permanently stuck in our hands, we have been rather slow on the take up of the importance of visual imagery on communication. And this is not just a lack of understanding of basic emoji or a belief that full sentences and correct grammar are necessary in all communication via mobile devices. It is more the realization of just how elemental the use of images is in every form of communication. For example, few realize that the second most popular search engine is probably YouTube; that almost certainly, YouTube is also the world’s most popular music listening service. While many older people crave text for the provision of information (preferably printed on paper), younger people need their information in a very non-textual way.

This paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations.

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.