This paper seeks to provide management scholars with a series of reflections on the use of grounded theory methodology. This methodology develops theory that is grounded in data that are systematically gathered and analysed. The theory evolves during the research process and is a product of continuous interplay between data collection and analysis. For the past five decades management scholars have used this methodology in advancing theory development within the academy of management. Yet, despite the approach's acclaimed merits for theory generation, management scholarship has remained peripheral and fragmented. This paper, therefore, seeks to address some of the key myths confronting management scholars in using this approach and provides an example of applying the grounded theory methodology when exploring the Irish health services.