Public universities now have a strategic plan like capitalist enterprises, and internal context plays an important role in influencing decision-making, as the reality experienced by universities is the result of a series of events, interpretations, and representations experienced by the individuals who constitute them. Institutional logics also play a critical role in influencing decision-making, as they are historical patterns of material practices, assumptions, values, beliefs, and norms that individuals use to produce and reproduce their life material, organize their time and space, and make sense of their social reality (Thorton & Ocasio, 1991).

This project aims to gain a more profound understanding of how similar institutions make different strategic choices in similar contexts and with similar goals. The propositions raised point to the possibility that internal contexts related to historical processes and path dependence, combined with institutional logics, lead to different decisions