The dominant research paradigm in sales research involves testing theory through empirical research. Nascent or underdeveloped research areas, however, may lack or have inadequate existing theories to explain sales-related phenomena. In these cases, sales researchers require a theory-generating methodological approach. Qualitative research designs are useful in this pursuit. The purpose of this article is to provide an exposition of one such qualitative research design – grounded theory. To this end, the foundational processes of grounded theory methodology are discussed. The results of a review of grounded theory examinations conducted in sales research are also provided, and current practices utilized by sales grounded theorists are discussed. Based on this review, future directions in substantive areas and methodological practices are provided. This article aims to serve as a resource for sales scholars wishing to know what grounded theory examinations have been conducted, how to implement grounded theory research and what avenues are available for future grounded theory sales research.
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