Misused and missed use — Grounded Theory and Objective Hermeneutics as methods for research in industrial marketing

The mediating role of key supplier relationship management practices on supply chain orientation—The organizational buying effectiveness link

“…Business-to-business marketing scholars are more likely to apply these strategies in their studies (e.g., Wagner, Lukassen, & Mahlendorf, 2010). The in-depth interpretive approach could be fruitful for exploring and discovering new dimensions of OBE as well as identifying the actual nature of value orientation principles in a firm's purchasing processes.…”

Value-centric business development: descriptive and prescriptive research into five different companies

“…Qualitative approaches are used when one wishes to go beyond mere description at a generalizable level in empirical investigations [30]. As we sought to keep our research practical, informative, and real-life-based, we used only qualitative approaches at this stage in the research and followed the principles of the Grounded Theory method [32], in which we systematically generated theory from data, prior literature, and emerging theory (see Fig. 2).…”

From complexity to transparency: managing the interplay between theory, method and empirical phenomena in IMM case studies

“…Wagner, Lukassen, and Mahlendorf (2010) focus on Grounded Theory (GT) and Objective Hermeneutics (OH) as two research approaches and discuss them in relation to their different roles in theory building and with regard to what kinds of empirical phenomena they are suited for. Grounded Theory was founded as a pragmatic approach to help researchers to understand complex relationships among social actors and is considered to be a particularly useful method to capture fundamental changes in how firms operate e.g.…”

“…By analysing not only the immediate declarations of the parties involved, also their underlying motives can be reconstructed. OH may, according to Wagner et al (2010), reveal phenomena in B2B channel relationships which are 'invisible' on the surface but of great importance for the functioning of the relationships.…”