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Grounded theory in sales research: an investigation of salespeople’s client relationships

Grounded theory in sales research: an investigation of salespeople’s client relationships In this paper, grounded theory as an inductive method of theory generation in business research is presented and critically evaluated. The historical and epistemological backgrounds of the method are discussed, its research procedures are briefly outlined, and its suitability for sales research assessed. To illustrate the principles of the method, a study of the nature of business-to-business sales relationships is introduced. The results of this study show clearly that grounded theory can yield highly significant findings in areas that deal with phenomena as complex as human relationships, where the construction of theoretical frameworks cannot be achieved at the cost of conceptual density. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Business & Industrial Marketing Emerald Publishing

Grounded theory in sales research: an investigation of salespeople’s client relationships

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Publisher
Emerald Publishing
Copyright
Copyright © 2003 MCB UP Ltd. All rights reserved.
ISSN
0885-8624
DOI
10.1108/08858620310492437
Publisher site
See Article on Publisher Site

Abstract

In this paper, grounded theory as an inductive method of theory generation in business research is presented and critically evaluated. The historical and epistemological backgrounds of the method are discussed, its research procedures are briefly outlined, and its suitability for sales research assessed. To illustrate the principles of the method, a study of the nature of business-to-business sales relationships is introduced. The results of this study show clearly that grounded theory can yield highly significant findings in areas that deal with phenomena as complex as human relationships, where the construction of theoretical frameworks cannot be achieved at the cost of conceptual density.

Journal

Journal of Business & Industrial MarketingEmerald Publishing

Published: Dec 1, 2003

Keywords: Research methods; Relationship marketing

References