Constructivist grounded theory for entrepreneurial storytelling: exploring micro-level subjectivity

Purpose This paper develops and applies a seven-step hybrid constructivist grounded theory (CGT) protocol–integrating in vivo and micro-coding, story-embedded memos and abductive sampling–to generate a richly textured, theory-grounded account of entrepreneurial storytelling at the subjective micro level. Design/methodology/approach The article proposes and validates a CGT-based research method specifically designed to capture entrepreneurs' lived narrative experiences. By beginning “at the heart of the action” and systematically embedding narrative vignettes within each analytic stage, the approach accommodates multiple theoretical lenses while preserving emotional and phenomenological depth. Findings Our application of CGT reveals four core narrative themes–Identity Work, Emotive Legitimation, Community Reciprocity and Narrative Evolution–that together map how entrepreneurs construct, adjust and leverage personal stories. The study shows that CGT's combination of abductive logic and reflexive memoing uniquely surfaces the dynamic, co-constructed nature of entrepreneurial narratives. Originality/value This is the first study to operationalize CGT explicitly for entrepreneurial storytelling, offering a transparent, replicable protocol that balances thick description with analytic rigor. It advances both entrepreneurship scholarship and qualitative-methods practice by demonstrating how CGT can systematically theorize subjective narrative processes.