On grounded theory -: with some malice

Purpose - To review critically the applicability of Grounded Theory. Design/methodology/approach - Two perspectives are used: that of the author's personal experience and that of the internal pros and cons of Grounded Theory. Findings - Grounded Theory is called into question regarding problems with pre-understanding, with everyday knowledge, with disconnection of context, and with coding procedure. Practical implications - It is important to think twice before using Grounded Theory in spite of its promising features at the outset. Originality/value - Empirically and theoretically founded critique of Grounded Theory.