Author(s): Mohd Faizal Abdul Ghani, Mohd Hizam-Hanafiah, Rosmah Mat Isa, Hamizah Abd Hamid
This study is aimed to review the previous studies on the trend of franchising strategy based on a systematic literature review. Franchising is a well-known business model to grow a firm’s business. The brand should be recognised, valued and suitable for use in different regions territories that need a good strategy. Thus, to achieve a good business model, a success franchising strategy is a must. The Preferred Reporting Items for Systematic Review and MetaAnalysis (PRISMA) statement were used to analyse this study’s systematic literature review. The scoping review would give a clear assessment of trends and a summary of the topic. The article’s data were obtained from Scopus and Web of Science from three decades starting 1990 to 2020. From sixty-eight articles identified in early-stage, twenty-nine articles were finalised in this study. This study discovered more studies were conducted in a quantitative method. The study also found that most of the study used franchisor as their unit of the sample. There are five main fields of the study found within franchising strategy areas: firm strategies, firm-specific resources, firm attributes, organisational structure and organisational culture. The trend of franchising strategy articles is increased decade by decade. Limitations and recommendations are listed for future studies.