Theoretical Assessment

The purpose of this chapter is to highlight the main theories in the academic research on EMO over the past 20 years. This chapter demonstrates the most influential theories that help to develop this field of study. Several theories from international business and marketing are used to develop EMO, among those—Market orientation theory, RBV theory, EMO theory are highly contributing in this field of study. This chapter also describes the involvement of each theory (percentages) in building the theoretical foundation of this paper. The main observations, supporting with proper reference to these theories are discussed here.