Abstract:

This paper sets out to explain and to critically evaluate how grounded theory can be utilised within marketing management settings. The key characteristics underlying qualitative research are outlined prior to a fuller explication of the methods essential characteristics, analytic processes and evaluation criteria. The method is then demonstrated within the context of hotel internationalisation. Finally, issues based upon theoretical sensitivity, theoretical contamination, access limitations and analytic level are appraised and addressed. In conclusion, the methods comparative strengths are highlighted.