Constructing a Substantive Theory in Organisational Research: Using grounded theory to understand CSR

Grounded Theory strategy (GTS) has been introduced almost 50 years ago as the approach developed significantly since that time and contributed to emergence of variety of GT strategies. Nevertheless, GTS still remains widely misunderstood in research practice as scholars incorporate limited spectrum of the GTS techniques and fail to integrate its potential in their inquiries. Therefore, the purpose of this article is 1) to discuss divergences between various GTS and by doing so to shed light on ‘the rhetorical wrestle’ (Glaser, 2014) between different variances of the strategy; 2) to demonstrate the potential of GTS by incorporating its constructive turn (Charmaz, 2006) into scientific inquiry; 3) to advocate for the increase use of constructive GTS (CGTS) in organisational research by utilising practical example of its implementation in a recently completed doctoral study by the lead author. By doing so the study contributed to the GT field by demonstrating how CGTS could be adopted in organisational research.