Franchise internationalization: a bibliometric analysis with a focus on marketing, digital transformation, and sustainable development

Abstract

The global commercial field is based on speed, brand at an international level. For this reason, it is important that all areas of an organization propose differentiation strategies in the market, having an attractive and solid value proposition and seeking to be competitive at an international level. In this sense, the franchise is a collaborative model for entering a market, with low risk for the franchisor. For this reason, in the present investigation, a systematic review of the literature was carried out in which various scientific articles were selected from the main academic repositories such as WoS and Scopus, obtaining a systematized list of 34 articles, in which the main characteristics of use are found. of a franchise, such as the internationalization process, and its relationship with marketing, digital transformation and sustainable development is analyzed through a qualitative and quantitative bibliometric analysis, also indicating future research resulting from the analysis. It was obtained as a general result that various developing models based on sustainability linked to the documents reviewed have the purpose of proposing and environment and its conservation. Likewise, digital transformation has a significant improvement effect on business performance seen by reducing costs, increasing revenue, improving processes, and promoting innovation. Finally, the importance of international marketing is highlighted because, in conjunction with appropriate strategies, it will help both small companies and franchises to position themselves in new foreign markets.