Grounded theory in articles - Business Studies (2011)

O'Reilly, K. & Paper, D. (2011) "Can CRM survive integrating franchisees with a corporate giant?", Journal of Research in Marketing and Entrepreneurship, 13 (1), 47-73.
(Stated by the author, a qualitative approach employing an adaptation of the grounded theory method for data collection, coding, and analysis was used.)

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