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This study aims to present a guide for using grounded theory methods for exploring organizational phenomena of the new online era.

A reflexive account is adopted on how one can build upon the foundations of traditional offline grounded theory for conducting grounded theorizing with online-based data.

Guidelines for conducting grounded theory on online contexts are presented for crafting research questions, gathering online data and using consolidated methods for analyzing online data. This study shows future and present challenges posed by the new online era for grounded theorizing, as well as helpful lessons to be learned from traditional offline grounded theory to mitigate them.

The implications are helpful for established qualitative organizational scholars that are yet to catch-up in the boundary spanning process of using the digital sources of data in grounded theory. They are equally helpful for newcomers on qualitative grounded theory by guiding them on where and how to start these challenging research endeavors of grounded theorizing in this new online era.

Scant attention has been given on applications of grounded theory in the new online era. The differences between online and offline settings have not been clearly defined to this date, and neither do guidelines exist for how qualitative grounded theorists can take advantage of online data to build theory about new organizational phenomena emerging in the online era.

The purpose of this paper is to map the process of opening an innovation network in the context of the Brazilian agroforestry sector.

Qualitative case study of the open innovation network Embrapa Florestas (17 semi-structured interviews, observation and documentary data). Social network analysis (SNA) of the open innovation network from primary data is available at Embrapa Florestas’ system.

Three primary triggers to the opening process of Embrapa Florestas’ innovation network were identified. The process starts with an innovation network with closed network characteristics. The process of opening the innovation network is motivated by a restructuring in its source of fundraising (trigger 1), by the change in strategic orientation toward the internationalization of its network activities (trigger 2) and by opening the black box of its innovation with greater proximity to the productive sector and partner universities (trigger 3). Comparing the pre-opening and post-opening networks (open innovation network), sociometric data allows us to verify that the opening of the innovation network presents better density, clustering and centrality indexes for the network as a whole and for the Embrapa Florestas specifically.

This is one of the first studies that aims to investigate the transition from a closed innovation network to an open innovation network by a public research institute. It may also be considered innovative because it presents practical and managerial relevance – in addition to contributions to public policy makers – which allows for improvements in the development of innovation and technology in the country's strategic sectors.