Does origin matter? The impact of the institutional environment of the origin country on the internationalization of franchise chains

Purpose: The purpose of this research is to identify the impacts of the country of origin of a franchise chain on its commitment in the destination countries, verifying the institutional particularities between the chains from emerging and developed countries. Design/methodology/approach: The research is descriptive and quantitative and involved 724 franchise chains from 10 countries of origin (Brazil, Russia, India, South Africa, Argentina, USA, Germany, Australia, Spain and Portugal), spread over 174 destination countries, totaling 3,513 cases. Findings: The results indicate that institutional preferences do not vary according to the country of origin of the franchise chain but rather vary according to the destination country. Research limitations/implications: This paper contributes to institutional theory by identifying a set of characteristics that explains the selection of international markets and the commitment of franchise chains. Practical implications: The results obtained in the study can help managers of franchise chains to make decisions related to the selection of destination countries for international expansion based on the institutional characteristics of the markets and their compatibility with the objectives of the franchise chains. Originality/value: Companies in emerging countries internationalize according to different management logics from those of companies from developed countries. Thus, it is possible that the process of selecting countries for internationalization is also based on different criteria that reflect different institutional preferences. The thesis defended in the paper is that market potential is more important to franchisees from emerging markets, whereas contract enforcement is more important to franchisees from developed markets.