Abstract
The purpose of this paper is to conduct a systematic in-depth review of ‘grounded theory’, a qualitative approach proposed to be used for theory generation in the field of consumer behavior, fundraising and other allied areas. For this purpose, an attempt has been made to discuss the evolution, implication, and limitations of grounded theory methodology (GTM). In this endeavor, the systematic literature review was conducted to explore GTM by considering the research work published in the three reputed and well-acknowledged research databases during the period 2008–2018*. Moreover, the authors’ own experience was shared about this methodology. The findings suggested that the grounded theory (GT) is a robust yet flexible tool to break the theoretical stagnation, which became apparent due to the overemphasis on quantitative researches. In general, excess of quantitative research has created the danger of research focusing only on verifying the existing theories in almost the same or less different context. Whereas, the GTM is an efficient usher which does not allow the researcher to lead astray. Moreover, it was realized that GTM is going to see more experimentation, creative alteration, epistemological and ontological exploration. Besides, the researchers are given a call to take up this methodology for theoretical contribution in consumer behavior, supply chain management, fundraising and other allied fields of research.