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

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.

What Are the Topics That Business Ecosystems Navigate? Updating of Scientific Activity and Future Research Agenda

“…In 2021, the publications increased to 24 documents, among them those linked to the sustainability variable stand out [11,18,19,31]. As of the date of preparation of this bibliometric document (October 2022), only 23 manuscripts had been registered, but according to the annual growth rate of 13.21%, a registration of 27 studies is expected.…”

“…Decision sciences and energy register 18 manuscripts each and these occupy the fifth and sixth places [20,52,[73][74][75]. Environmental science is in seventh place, with 17 publications [8,10,18,19].…”

“…Eng place, with 23 documents [9,35,48,62,72]. Decision sciences and energ scripts each and these occupy the fifth and sixth places [20,52,[73][74][75] ence is in seventh place, with 17 publications [8,10,18,19].…”

“…Sustainable business ecosystem: In Table 2, this is a basic theme that deals with the ability of companies to execute long-term tasks, based on economic, social, and environmental criteria that guarantee the sustainability of the company [10,11,18,19,31,32].…”

“…Good development of BEs helps to strengthen economies, and consequently jobs are created and income generated, contributing to the Sustainable Development Goals (SDGs) [14][15][16][17]. The SDGs are a guide that will guarantee companies to discover if their impact on economic, social, and environmental matters offers benefits to society, and thus improve their image and their links with the different stakeholders [18][19][20].…”