Developing grounded theory in practice is not an easy task. The resulting quality is directly
linked to the researcher’s ability in discovering categories, properties, and dimensions that
build a relevant theory about a phenomenon. We show how art based knowledge adds value
to the existing techniques used for enhancing theoretical sensitivity. We argue that art
knowledge leverages researcher’s creativity, an under-evoked issue in the literature. The
issues of how and to what extent creativity can be used in developing grounded theory are
seldom treated in the literature. The set of tools suggested by the literature to help sensitizing
researchers in developing theory does not guarantee creative thinking and novel theories. In
the present paper, we derive from our own practice as GT researchers and instructors for
almost a decade to show and to systematize how the knowledge of arts sensitizes the
researcher and lead to creative thinking about managerial practice. We provide three
illustrative examples drawn from our experience as grounded theory researchers and
instructors.
