“…The third question, can the propositions developed in EM be tested, has been addressed by the high-quality empirical work published over the past few decades by authors such as Di Benedetto, O'Cass, Song, and others (see for example O'Cass and Ngo, 2011;Song, Di Benedetto, & Parry, 2009;Song, Droge, Hanvanich, & Calantone, 2005;Song, Wang, & Parry, 2010). However, this still leaves the last question largely unresolved -can what is now considered EM literature help explain and predict marketing actions and performance?…”