Retail businesses in the distribution chain are at the last point to meet consumers. Traditional retail has an important role in employment and improving the local economy. Traditional retailers must have a strategy to survive in the face of increasingly fierce competition. This study aims to build a comprehensive knowledge map of traditional retail strategies around the world based on the Scopus database. The analysis was carried out in 2 decades, namely 2000 – 2020, and obtained 129 academic documents. This study reveals an overview of article publications, author productivity, organization, country, publication sources, maps of research themes, and collaborative relationships between researchers. This research contributes to the development of knowledge-based on the mapping of traditional retail strategy research themes, namely Retailing, Competition, Pricing, Marketing, & Supply Chain, hereinafter abbreviated as RECOMPRIMARS map.
Building a Two-Decade Traditional Retail Strategy Research Theme Map Using a Bibliometric Approach
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