The research process adopted in the study builds around Mason’s (1996) view
that theory is developed from and through data generation and analysis. According
to this view, theoretical propositions or explanations of the data are developed
in a process which is commonly seen as moving from the particular to the more
general. Theory is developed through the interpretation of the empirical data, and
is grounded in reality (experiences, interpretations, and actions of the interviewees
regarding Internal Marketing). The actual analysis of the data was carried out by
following a model developed by Strauss and Corbin (1990). Initially, codes were
attached to the empirical material and concepts were developed as closely as possible
to the text. Later, such concepts become increasingly abstract. The development of
theory was based on the formulation of networks of categories or concepts and the
relationships between them.