Nowadays Brazil is one of the major ceramics players in the world. Santa Catarina is internationally recognized in this sector and its production concentrates the largest brazilian exporters. Given the importance of ceramic companies in Santa Catarina in the international market, this article analyses the process of internationalization of Portobello, Cecrisa and Eliane from the institutional perspective. The qualitative research was developed based on internationalization and institutional theory. The data collected from semi-structured interviews with managers of the organizations. The analysis was made by descriptive and interpretive way, culminating in the identification of significant phases for the process of internationalization of organizations in the study. The similarities in the internationalization process of these companies and markets where they operate denote that the interpretive schemes of their leaders, although specific to each company, are guided by the same environmental context of reference and is explained thus by Institutional Theory. Thus, extending the analysis to the sector level there is a probable existence of a interpretation shared system by these organizations leading them to an isomorphism, reinforcing and reinforced by an institutionalized pattern of cognition.