Knowledge Heterogenization of the Franchising Literature Applying Transaction Cost Economics

Fu-Sheng Tsai, Chin-Chiung Kuo and Julia L. Lin
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Fu-Sheng Tsai: Department of Business Administration, Cheng Shiu University, Kaohsiung 833, Taiwan
Chin-Chiung Kuo: Postgraduate Program in Management, I-Shou University, Kaohsiung 840, Taiwan
Julia L. Lin: Department of International Business, I-Shou University, Kaohsiung 840, Taiwan

Economies, 2020, vol. 8, issue 4, 1-27

Abstract: Transaction Cost Economics is one of the most critical theories for business studies, including Franchise research. Knowing this stream of research well can help researchers to ground and sustain their studies on a more solid theoretical foundation. Through a Scientometric literature review via the Search-AppraisaL-Synthesis-Analysis (SALSA) procedures, this paper proposes, investigates and demonstrates the knowledge heterogenization (i.e., the knowledge structure becoming heterogeneous) of literature in the social science domain. Focused on the Transaction Cost Economics application in Franchising research that intersects Economics and Business areas, knowledge heterogenization is found and demonstrated in the following aspects of research stream development: research topics, targeted outlets, empirical (geographical) contexts, analytic approaches, as well as important scholars and publications. However, we did not find heterogenization in terms of the adoption of cross-sectional versus longitudinal research design and quantitative versus qualitative data sources. Implications for the continuous practices and theory development of this research stream are discussed. Mainly, we argue that knowledge heterogenization is an approach for a scientific community to achieve developmental sustainability.

Keywords: knowledge heterogenization; transaction cost economics; franchising research; Scientometrics; marketing (search for similar items in EconPapers)
JEL-codes: E F I J O Q (search for similar items in EconPapers)
Date: 2020
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