The Retailing Literature as a Basis for Franchising Research: Using Intellectual Structure to Advance Theory

This study evaluates the foundational intellectual structure of franchising research over the last four decades. Based on 1718 articles from a sample of 40 journals, we use co-citation analysis, employed in both multidimensional scaling and hierarchical cluster analysis, to evaluate 67,073 citations and determine the theoretical underpinnings of franchising research. As the results indicate, the retailing literature has had an integral influence on studies related to franchising. To advance this research domain, we develop a three-dimensional typology (franchise structure, consumer exchange, and strategic intention) based on established and emergent franchise-related topics. The typology indicates six suggested topics for examination to advance franchising research based on the domain's accomplishments to date.

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► We use multidimensional scaling and hierarchical cluster analysis to evaluate franchising research.
► The short-term pricing and consumer perception topic develops into outlet consumer pricing and promotion.
► The distribution channel relationships topic develops into channel relationship management.
► The channel pricing, profitability, and integration topic is based on two 1990s research groups.
► The franchise system growth and structure topic is based on four 1990s research groups.