Grounded theory has frequently been referred to, but infrequently applied in business research. This article addresses such a deficiency by advancing two focal aims. Firstly, it seeks to de‑mystify the methodology known as grounded theory by applying this established research practice within the comparatively new context of business research. Secondly, in so doing, it integrates naturalistic examples drawn from the author's business research, hence explicating the efficacy of grounded theory methodology in gaining deeper understanding of business bounded phenomena. It is from such a socially focused methodology that key questions of what is happening and why leads to the generation of substantive theories and underpinning knowledge.

Grounded Theory is still regarded with skepticism as a research methodology by many academics so this paper has been specifically constructed using recent research to illustrate the rigour of the Grounded Theory Methodology. An investigation into 'best practice amongst European Project Managers used the Grounded Theory Methodology to analyse interview data. This paper reports on that practical application of the Grounded Theory Methodology and contributes to the growing literature on the use of Grounded Theory as a research methodology. The three individual data analysis methods of Open‑Coding, Constant Comparison, and Memorising are shown in operation and can be seen producing the findings. These findings are then operated on with the Grounded Theory method of Theoretical Coding and some deeply influential conclusions come out of this data analysis. The whole Grounded Theory methodology can be seen in operation and the concepts and categories can be seen emerging from the data. The contribution to the discipline of computing will be published elsewhere in technical journals but the research method is the main aim of this paper in this conference.