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Grounded theory has frequently been
referred to, but infrequently applied in business research. This article
addresses such a deficiency by advancing two focal aims. Firstly, it seeks
to de-mystify the methodology known as grounded theory by applying this
established research practice within the comparatively new context of
business research. Secondly, in so doing, it integrates naturalistic
examples drawn from the author’s business research, hence explicating the
efficacy of grounded theory methodology in gaining deeper understanding of
business bounded phenomena. It is from such a socially focused methodology
that key questions of what is happening and why leads to the
generation of substantive theories and underpinning knowledge.
Keywords:
grounded theory methodology, qualitative, inductive, small business
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