almost the cross-border Adaptation invariably accompanies transfer of firm-specific practices. The existing literature contains two conflicting approaches to adaptation. The first, more tradi tional approach, institutional, motivational, and pragmatic considerations, following efficiency that a modified can be fine and institutionalized without presumes tuned, stabilized, practice a working should consulting example and that practices thus be adapted as quickly as possible to create fit with the local environment. The second the need to approach argues, instead, for maintain the diagnostic value of the original practice by adapting cautiously and gradually. In this paper, we report an in-depth field between investigation of the relationship presumptive that removes adaptation, adaptation the diagnostic value of the original practice, and transfer effectiveness. The setting is the transfer across of franchising knowledge borders. We investigate how adherence to recommended the rate of network in the host coun practices affects growth to try. We find that presumptive stalls network a conservative adaptation growth while approach which entails close adherence to the original results in remark adaptation, basically practice, ably rapid network growth. We conclude that presumptive assets could adaptation of knowledge be detrimental to performance.
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