Future Research, Implication, Limitation and Conclusion

This main objective of this chapter is to provide a guideline for the research regarding this study. It says how much area covers in EMO (Fig. 5.1 ). It also suggests on which areas/dimensions the future research may be integrated (integration of changing globalization factors, market and brand trends). Then, it proposes a detailed study of the literature gap to give a clear idea for future research. This chapter also focuses on the practical implication of the study. It describes how it intend to draw practical steps from the EMO systematic literature review of this study. Then it demonstrates to specify what parties will benefit from this study (academics, stakeholders, policymakers, managers) and how this study can be used. Lastly, it depicts the firm specific and industry specific implication for the top managers. After all, to sum up the main contributions of this book and provide some paths and providing limitations of this field.