Abstract
The aim of this paper is to discuss issues associated with the rigor and credibility of grounded theory studies. Grounded theory methodology which is widely used in the business and management studies has been criticised for its presumed prejudices and credibility issues when it comes to consideration of pre- & post-study literature. This paper addresses all those key issues and provide an effective review to overcome such partisan views, and enhance rigor when conducting a grounded theory study. The authors provide a critical evaluation of their recently conducted empirical study with practical examples to highlight the key issues including commentary on the significance of theoretical sensitivity and reflexivity in grounded theory study. The authors also discussed the types of prejudices expected, and how building up rapport could support during data collection process. The paper aims to guide potential grounded theorists and doctoral researchers to improve rigor in their work and meet academic requirements satisfactorily. The paper will contribute theoretically by highlighting various issues in practice which have not been highlighted extensively in the literature previously.