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Partner Selection Strategies in Global Business Ecosystems: Country Images of the Keystone Company and Partner Companies on the Brand Quality Perception

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  • Dongock Bang

    (Department of International Trade, College of Social Science, Konkuk University, Seoul 05029, Korea)

  • Jiwon Lee

    (ELM Business School, HELP University, Bukit Damansara, Kuala Lumpur 50490, Malaysia)

  • Matthew Minsuk Shin

    (Department of International Trade, College of Social Science, Konkuk University, Seoul 05029, Korea)

Abstract

Consumers perceive brand quality from the country of origin of the brand. Global business ecosystems represent multiple countries such as the country of the keystone company and the country of the assembly companies. Thus, the brands of global business ecosystems have multiple countries of origin. This study aims to examine the impacts of the country images of the keystone company and assembly companies on consumers’ brand quality perceptions. In addition, depending on the assembly partner selection strategies of forming a global business ecosystem, the characteristics of the associated countries with the business ecosystem may change. The keystone company may select an assembly partner from a developing country or from a developed country. These two cases are compared to examine the impacts of the combined country images of the keystone and assembly companies. To do so, this study surveys Vietnamese consumers’ perceptions of the brand Hyundai Motor, the country images of South Korea as the country of the keystone company, India as the assembly partner from the developing country, and USA as the assembly partner from the developed country. The collected data were analyzed using a structural equations modeling method and results are discussed with theoretical and managerial implications.

Suggested Citation

  • Dongock Bang & Jiwon Lee & Matthew Minsuk Shin, 2021. "Partner Selection Strategies in Global Business Ecosystems: Country Images of the Keystone Company and Partner Companies on the Brand Quality Perception," Sustainability, MDPI, vol. 13(22), pages 1-12, November.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:22:p:12903-:d:684756
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    1. Lorena Espina-Romero & Jesús Guerrero-Alcedo & José Gregorio Noroño Sánchez & Angélica Ochoa-Díaz, 2022. "What Are the Topics That Business Ecosystems Navigate? Updating of Scientific Activity and Future Research Agenda," Sustainability, MDPI, vol. 14(23), pages 1-14, December.

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