Theory development for explaining foreign market expansion The methodological choices

The grounded-theory methodology (GT) was developed for generating theory where little is already known, or for providing fresh insight into existing knowledge. Inherent in it is a strong intellectual rationale for using qualitative research to develop theoretical analysis. The basis of grounded theory is the careful and systematic study of the relationships between individual experience and society and history. Universal grounded theory (Glaser and Strauss 1967) was indeed revolutionary at the time of its inception. This paper is devoted to elaborate on the pros and cons of using this methodology in management sciences. The particular concern was in applying the grounded-theory research strategy to the phenomena of foreign market expansion in emerging markets. The paper is also an outline of the relevance and suitability of the approach to the purpose of theory development based on case studies.