Demystifying Grounded Theory for Business Research

Abstract

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.

Supply chain disruption propagation: a systemic risk and normal accident theory perspective

“…Initially, first-order or open coding is used to describe the data and summarize it. Open coding separates data into "concepts and categories" (Smit 2002;Strauss and Corbin 1998;O'Reilly et al 2012). Our goal in this stage was to examine the data to identify factors influencing supply chain disruption propagation as guided by relevant literature (Alvesson and Kärreman 2007;O'Reilly et al 2012).…”

“…Open coding separates data into "concepts and categories" (Smit 2002;Strauss and Corbin 1998;O'Reilly et al 2012). Our goal in this stage was to examine the data to identify factors influencing supply chain disruption propagation as guided by relevant literature (Alvesson and Kärreman 2007;O'Reilly et al 2012). Subsequently, second-order or pattern coding is employed to reduce the data by grouping similar codes and descriptions (Glaser and Strauss 1967;Corbin and Strauss 1990;Nag et al 2007).…”

“…We targeted large and mid-sized manufacturing firms in a variety of industries in order to collect data in such a way to allow theoretical sampling to allow us to explore the concept of supply chain disruption propagation (Strauss and Corbin 1998;Locke and Golden-Biddle 1997;Langley 1999;O'Reilly et al 2012). Firms were chosen based on the following criteria: (1) they were all part of well-established global supply chains; (2) they had acknowledged supply chain disruptions with their partner firms also selected for this study; and (3) they represented different product and customer characteristics.…”

Knowledge management as a strategy of customer relationship management: A study of tourism industry in Vietnam

“…In this sense, grounded theory as a research method that allows the simultaneousness of data analysis and data collection can be truly useful and appropriate for this study. Grounded theory also allows the involvement of rich contexts around the main issues into the investigations (O'Reilly et al, 2012). Using the adaption of qualitative grounded theory approach (Glaser and Strauss, 1967), the data collection is conducted mainly through deep interviews with managers and executives in SMEs in tourism industry in Vietnam.…”

On the use of imagination by entrepreneurs

“…Therefore, we have adopted a grounded theory methodology (Glaser and Strauss, 1967;O'Reilly et al, 2012). The analysis of the interviews has been an iterative process.…”