Using Grounded Theory to Unravel Complex and Context-Rich Business Environments

Grounded theory as a fluid, qualitative research method, with its structure of continuous modification, and emphasis on theoretical sensitivity, sampling and relevance along with a disciplined coding process structure allows researchers to capture Russia's context-rich environment to build theory that is more appropriate and applicable to these different management and business systems. A ten-year study conducted in Russia is used to examine the grounded theory approach to demonstrate its applicability to theory creation.