Mapping the landscape of microfranchise studies: Systematic literature review and bibliometric analysis

Microfranchising, a business model that prioritizes social impact over profit, holds promise for poverty alleviation. Unlike traditional franchising, it empowers low-income individuals to become entrepreneurs while providing essential goods and services to the bottom of the pyramid. This study aims to systematically review the literature to explore its bibliometric characteristics and key research themes. To achieve this, a systematic literature review and bibliometric analysis were conducted, following the updated PRISMA 2020 guidelines. Twenty-one studies were selected for further analysis. The results revealed that empirical research on microfranchising remains limited. This study addresses research questions related to publication trends, countries studied, frequently used keywords, keyword co-occurrence networks, and thematic map networks. Key research topics identified include motivations, startup processes, success factors, impact, opportunities, and challenges. Although the review highlights a growing research interest, particularly in developing countries, the field remains nascent, with limited studies in specific regions. Additionally, the depth of research differs across countries. This study recommends future research directions for both scholars and practitioners.