A SYSTEMATIC REVIEW OF INTERNATIONAL FRANCHISING

This systematic review consolidates over 300 peer-reviewed thesis, book chapters, and conference proceedings from 1980 to October 2025, offering a comprehensive analysis of international franchising as a dynamic market entry strategy that integrates contractual flexibility with strategic control to facilitate global expansion. Anchored in theoretical frameworks such as agency theory, transaction cost economics, resource-based view, dynamic capabilities, and institutional theory, the review delineates six core themes: drivers and barriers to internationalization, market and partner selection processes, governance and control mechanisms, knowledge transfer and innovation ecosystems, relational and cultural dynamics, and multifaceted performance outcomes. It highlights methodological advancements, including quantitative regressions and qualitative ethnographies, while noting persistent gaps in longitudinal studies and franchisee perspectives. Special attention is given to emerging markets, notably Uzbekistan, where post-2017 legal and economic reforms have catalyzed franchising in retail, hospitality, and higher education. The review proposes an integrative conceptual framework that positions franchising within a global ecosystem of ownership, location, and internalization advantages, moderated by relational capital and environmental uncertainties. Practical implications inform franchisors, franchisees, and policymakers, while future research directions emphasize digital transformation, sustainability integration, and multi-level analyses in underrepresented regions like Central Asia.