Franchising research on emerging markets: Bibliometric and content analyses

Vanessa P.G. Bretas and Ilan Alon

Journal of Business Research, 2021, vol. 133, issue C, 51-65

Abstract: This study reviews the franchising literature on emerging markets. We used the Bibliometrix R-package and VOSviewer software to perform a bibliometric analysis of 297 articles between 1989 and 2020 obtained from the Scopus database. We combined bibliometric coupling, historiographic citation, keyword co-occurrence, and conceptual thematic analysis, with a content analysis of the most cited articles based on total global and local citations. We identified two main research clusters: international franchising and social franchising. This article provides a deep understanding of the intellectual and conceptual structure of the academic field. It complements existing qualitative reviews and attempts at characterizations, and suggests future research directions.

Keywords: Franchising; Emerging markets; Developing markets; Bibliometric analysis; Literature review (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (18)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:133:y:2021:i:c:p:51-65

DOI: 10.1016/j.jbusres.2021.04.067

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