This paper offers guidance to conducting a rigorous literature review. We present this in the form of a five-stage process in which we use Grounded Theory as a method. We first probe the guidelines explicated by Webster and Watson, and then we show the added value of Grounded Theory for rigorously analyzing a carefully chosen set of studies; it assures solidly legitimized, in-depth analyses of empirical facts and related insights. This includes, the emergence of new themes, issues and opportunities; interrelationships and dependencies in or beyond a particular area; as well as inconsistencies. If carried out meticulously, reviewing a well-carved out piece of literature by following this guide is likely to lead to more integrated and fruitful theory emergence, something that would enrich many fields in the social sciences.