This book seeks to fill the obvious gap. It provides detailed understanding of fundamental concepts and develops a useable, integrative semiotics framework. The framework is grounded in rich social theory and philosophy, and, as the book demonstrates, provides a valuable exploratory and explanatory framework for researchers. This takes shape as a 12-step research process, that has the general features of most research methodologies but also provides distinctive rich resources for in-depth research into semiotically related phenomena. It will be of great interest to academics undertaking research in digital technologies and business model innovation, as well as scholars of research methodology, organisation studies, HRM, marketing and information systems.