Số 227 | Tháng 02/2025
Tổng quan hệ thống về doanh nghiệp gia đình và đồng tạo thương hiệu bằng VOSviewer
Lê Nguyên Hoàng, Nguyễn Thị Hồng Vinh
Doanh nghiệp gia đình
đồng tạo thương hiệu
tổng quan hệ thống
phân tích nội dung
trắc lượng thư mục.
Tóm tắt:
Doanh nghiệp gia đình (DNGĐ) và đồng tạo thương hiệu là hai lĩnh vực nghiên cứu phong phú trong suốt thập kỷ qua với sự tăng trưởng mạnh của các tài liệu về cả số lượng và tính đa dạng. Mặc dù có sự phát triển đáng kể, việc thiếu các tổng quan về giao điểm giữa DNGĐ và đồng tạo thương hiệu có thể dẫn đến tình trạng chồng chéo các nghiên cứu trong tương lai vì mỗi nhánh nghiên cứu diễn giải kết quả phần lớn từ góc nhìn đơn phương của riêng nhánh đó. Do đó, mục đích của nghiên cứu này là cung cấp một tổng quan hệ thống về mối liên hệ giữa DNGĐ và đồng tạo thương hiệu. Sử dụng kết hợp các kỹ thuật phân tích nội dung và trắc lượng thư mục, 7.153 tài liệu được trích xuất từ cơ sở dữ liệu gồm ScienceDirect, Emerald, Springer và Wiley, 6.157 tài liệu sau khi áp dụng các điều kiện lựa chọn được đưa vào phân tích để xác định thứ hạng ấn phẩm và các nhóm chủ đề chính bằng phần mềm VOSviewer. Dựa trên kết quả tổng quan, các khoảng trống từ nghiên cứu trước và hướng nghiên cứu trong tương lai được đưa ra thảo luận. Về mặt lý thuyết, đây là nghiên cứu đầu tiên sử dụng các kỹ thuật định tính (phân tích nội dung) và định lượng (phân tích thư mục) để tiến hành tổng quan có hệ thống về sự đan xen giữa tài liệu về DNGĐ và đồng tạo thương hiệu. Về mặt thực tiễn, DNGĐ có thể tận dụng quá trình đồng tạo để cải thiện hiệu quả trong việc xây dựng thương hiệu.
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Systematic Review of Family Businesses and Co-Branding Using VOSviewer
Abstract:
Family businesses (FBs) and co-branding represent two rich research domains that have witnessed substantial growth in both the volume and diversity of literature over the past decade. Despite this significant advancement, the absence of comprehensive reviews at the intersection of FBs and co-branding may lead to overlapping studies in the future, as each research domain tends to interpret results predominantly from its own unilateral perspective. Consequently, this study aims to review the relationship between FBs and co-branding systematically. Employing a combination of content analysis and bibliometric techniques, a total of 7,153 documents were extracted from databases, including ScienceDirect, Emerald, Springer, and Wiley. After applying selection criteria, 6,157 documents were included in the analysis to ascertain publication rankings and identify key themes using VOSviewer software. Based on the findings, the authors address gaps in previous research and outline directions for future inquiry. In terms of theoretical contributions, this study pioneers applying qualitative (content analysis) and quantitative (bibliometric analysis) techniques to systematically review the interconnections between the literature on FBs and co-branding. From a practical perspective, FBs can leverage the co-branding process to enhance their effectiveness.