We analyze the internationalization of Brazilian franchise chains in Latin America. A total of 119 observations verify international commitment in each country in relation to institutional environment factors and how they are moderated by chain size and industry. The results show that despite all institutional aspects having a significant effect, their explanatory power depends on chain size. Larger franchise chains usually choose countries with better institutional aspects in terms of contract compliance and business freedom, even if the efficiency of business conditions in these countries are not the best in Latin America. In this study, were used public data from international organizations that report on the ease of doing business, level of corruption, political risk, and legal regulations. Specifically, it contributes by using institutional theory in franchising in order to understand the process of chain internationalization originating from emerging markets. Our results, in part, contradict the idea that the origin disadvantage is always an advantage of internationalization. K E Y W O R D Scountry analysis, emerging markets, entrepreneurship, franchise chains, franchise internationalization, institutional theory

This study investigates the influences of the strategy tripod, an established concept in the international business (IB) literature, on a corporate social responsibility (CSR)-based differentiation strategy for export firms. This strategy is conceived as consisting of product-level and firm-level CSR. Using a sample of 195 Brazilian export firms, the authors find that innovation capabilities, international market exposure, and institutional pressures significantly influence product-level CSR; however, the latter two factors influence firm-level CSR only through their mediating effects on product-level CSR. This study contributes to the existing CSR and IB literature in three ways. First, it integrates and systematizes the factors influencing CSR-based strategies into the three categories represented by the legs of the strategy tripod to help elucidate the previous research on the factors that drive CSR. Second, it suggests that exporters’ CSR strategies can be affected by social and environmental institutions based outside their home countries. Third, this study contributes to filling an important empirical gap in the research on CSR by focusing on export ventures from emerging countries.

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