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

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. T...

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Autores principales:	Dongock Bang, Jiwon Lee, Matthew Minsuk Shin
Formato:	article
Lenguaje:	EN
Publicado:	MDPI AG 2021
Materias:	global business ecosystem keystone country company cognitive country image affirmative country image sustainability downward and upward assembly Environmental effects of industries and plants TD194-195 Renewable energy sources TJ807-830 Environmental sciences GE1-350
Acceso en línea:	https://doaj.org/article/08c9c42f380a4639a97d37b8e688c97f
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spelling	oai:doaj.org-article:08c9c42f380a4639a97d37b8e688c97f2021-11-25T19:05:23ZPartner Selection Strategies in Global Business Ecosystems: Country Images of the Keystone Company and Partner Companies on the Brand Quality Perception10.3390/su1322129032071-1050https://doaj.org/article/08c9c42f380a4639a97d37b8e688c97f2021-11-01T00:00:00Zhttps://www.mdpi.com/2071-1050/13/22/12903https://doaj.org/toc/2071-1050Consumers 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.Dongock BangJiwon LeeMatthew Minsuk ShinMDPI AGarticleglobal business ecosystemkeystone country companycognitive country imageaffirmative country imagesustainabilitydownward and upward assemblyEnvironmental effects of industries and plantsTD194-195Renewable energy sourcesTJ807-830Environmental sciencesGE1-350ENSustainability, Vol 13, Iss 12903, p 12903 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	global business ecosystem keystone country company cognitive country image affirmative country image sustainability downward and upward assembly Environmental effects of industries and plants TD194-195 Renewable energy sources TJ807-830 Environmental sciences GE1-350
spellingShingle	global business ecosystem keystone country company cognitive country image affirmative country image sustainability downward and upward assembly Environmental effects of industries and plants TD194-195 Renewable energy sources TJ807-830 Environmental sciences GE1-350 Dongock Bang Jiwon Lee Matthew Minsuk Shin Partner Selection Strategies in Global Business Ecosystems: Country Images of the Keystone Company and Partner Companies on the Brand Quality Perception
description	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.
format	article
author	Dongock Bang Jiwon Lee Matthew Minsuk Shin
author_facet	Dongock Bang Jiwon Lee Matthew Minsuk Shin
author_sort	Dongock Bang
title	Partner Selection Strategies in Global Business Ecosystems: Country Images of the Keystone Company and Partner Companies on the Brand Quality Perception
title_short	Partner Selection Strategies in Global Business Ecosystems: Country Images of the Keystone Company and Partner Companies on the Brand Quality Perception
title_full	Partner Selection Strategies in Global Business Ecosystems: Country Images of the Keystone Company and Partner Companies on the Brand Quality Perception
title_fullStr	Partner Selection Strategies in Global Business Ecosystems: Country Images of the Keystone Company and Partner Companies on the Brand Quality Perception
title_full_unstemmed	Partner Selection Strategies in Global Business Ecosystems: Country Images of the Keystone Company and Partner Companies on the Brand Quality Perception
title_sort	partner selection strategies in global business ecosystems: country images of the keystone company and partner companies on the brand quality perception
publisher	MDPI AG
publishDate	2021
url	https://doaj.org/article/08c9c42f380a4639a97d37b8e688c97f
work_keys_str_mv	AT dongockbang partnerselectionstrategiesinglobalbusinessecosystemscountryimagesofthekeystonecompanyandpartnercompaniesonthebrandqualityperception AT jiwonlee partnerselectionstrategiesinglobalbusinessecosystemscountryimagesofthekeystonecompanyandpartnercompaniesonthebrandqualityperception AT matthewminsukshin partnerselectionstrategiesinglobalbusinessecosystemscountryimagesofthekeystonecompanyandpartnercompaniesonthebrandqualityperception
_version_	1718410322314788864

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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