Grounded theory application in sales research

Abstract Grounded theory is a valuable methodological approach through which researchers can uncover novel insights for their respective domains. Scholars have done a commendable job of utilizing grounded theory to generate new theoretical perspectives in myriad areas of sales research. The purpose of this study is to examine the application of grounded theory in the sales domain to provide insight into enhancing the utilization of this important methodological approach. A systematic analysis of sales-specific grounded theory research from 2014 to 2024 reveals several practices that have evolved over time in grounded theory sales research as well as applications with low rates of utilization whose use may benefit sales scholars in grounded theory research (e.g. snowball sampling, contribution tabling). Furthermore, the review shows how fragmentation exists in many aspects of grounded theory reporting (e.g. demographics reported, inconsistent terminology). Additionally, analyses delineate factors at macro, meso, and micro levels of relevance to sales grounded theorists. The results also illuminate how grounded theory can be used in mixed-method research, including usage in less frequently used designs (e.g. explanatory sequential designs). Collectively, the article provides insights into ways in which the sales field can enhance grounded theory application and advance novel theory for the domain.