ABSTRACT Systematic literature reviews are often conducted to consolidate, evaluate, and innovate an area in the body of knowledge. However, the exponential growth of these reviews has not only expanded the literature but also elevated expectations. What once sufficed now seems inadequate, necessitating a critical reflection. Many “A” ranked journals, such as the Journal of Consumer Behaviour, are heading in the same direction. Hence, this article reflects on these developments and proposes recommendations grounded in the 3Es: expertise, experience, and exposure. These insights—synthesized in a robustness check along with a standardized interview guide for follow‐up interviews with key stakeholders—will be useful to both emerging and established scholars in elevating the rigor and value of their systematic literature reviews.
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