Franchising: A review of the literature on strategies, adaptations and trends
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Abstract
Business models define how organizations create, deliver, and capture value, and the franchise model has demonstrated sustained global growth since the nineteenth century. In the current environment, characterized by technological change, evolving consumer behavior, and increasing sustainability demands, it is essential to understand the strategies, adaptations, and trends that determine franchise success and expansion. This study aims to identify the factors influencing the viability of the franchise model in today’s context. A mixed-method approach was applied, combining a bibliometric analysis of 1,198 publications indexed in Scopus between 2000 and 2025 with a systematic review of 36 articles selected under the PRISMA protocol. Results reveal the expansion of franchises into emerging sectors such as healthcare, digital platforms, and learning systems, while reinforcing the importance of traditional factors such as brand consolidation, process standardization, know-how transfer, financial sustainability, innovation, technology, and regulatory frameworks. The findings suggest that franchise success depends on the balanced integration of these elements, with innovation and technology acting as strategic enablers and sustainability emerging as a non-negotiable dimension. Finally, a conceptual framework is proposed to synthesize these factors, providing guidance for both academic research and managerial practice in evaluating and implementing effective, adaptable, and sustainable franchise models.
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Alex Mauricio Toapanta-Valverde, Universidad Tecnológica Indoamérica - Ecuador
Alex M. Toapanta V. is a Commercial Engineer and Specialist in Industrial Engineering, a business advisor with experience in marketing, processes, finance, and business management.
He is currently pursuing an MBA with a specialization in Innovation and Strategic Management. At present, he works in the public sector at the Office of the Comptroller General of the State and in the private sector as a brand and business advisor.
His areas of interest include entrepreneurship and innovation in companies, as well as process analytics and management that link the private and public sectors.
Germania Vayas-Ortega, Universidad Tecnológica Indoamérica - Ecuador
Germania Vayas-Ortega holds a degree in Business Engineering, a Master’s in Business Management with a focus on Small and Medium Enterprises, and Ph.D. in Information and Communication Technologies. She has taught undergraduate and graduate courses at the Pontificia Universidad Católica del Ecuador-Ambato, Universidad Técnica de Ambato, and Universidad Tecnológica Empresarial de Guayaquil. She is currently a researcher at the ESTec Research Center of Universidad Tecnológica Indoamérica. She is a Senior Member of IEEE Ecuador and Vice Chair of the Technology and Engineering Management Society. Founder and owner of MundiBox, her research interests include data analytics, corporate social responsibility, business valuation, and technological transformation in enterprises.
Mario Alberto Moreno-Mejía, Universidad Tecnológica Indoamérica - Ecuador
https://orcid.org/0000-0002-3812-7264
Undergraduate and postgraduate university professor. Professional experience in management, finance and microfinance. Training in accounting and auditing, administration and marketing; Accreditation in microfinance programs. PhD in accounting, University of Rosario. Research in management, finance, sustainability.
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