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Franchising research on emerging markets: Bibliometric and content analyses

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  • Bretas, Vanessa P.G.
  • Alon, Ilan

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.

Suggested Citation

  • Bretas, Vanessa P.G. & Alon, Ilan, 2021. "Franchising research on emerging markets: Bibliometric and content analyses," Journal of Business Research, Elsevier, vol. 133(C), pages 51-65.
    • Handle: RePEc:eee:jbrese:v:133:y:2021:i:c:p:51-65
    DOI: 10.1016/j.jbusres.2021.04.067
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