The grounded theory method (GT) remains elusive and misunderstood by many-even those who advocate its use. In practice, many research studies cite the use of GT but merely apply certain a la carte aspects or jargon of the method while not actually incorporating the fundamental principles of the methodology. Consequently, the purpose of this article is fourfold: (a) to demystify the key tenets of GT, (b) to discuss the problematic impacts of adopting an a la carte approach to GT, (c) to draw attention to GT as a rigorous method for business research, and (d) to advocate for the increased use of GT by more researchers where appropriate. Throughout the article, the authors use the example of a recently completed GT study by the lead author to highlight the multiple dimensions of GT and how they all work together.

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