IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v13y2021i22p12903-d684756.html
   My bibliography  Save this article

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

Author

Listed:
  • 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
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/13/22/12903/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/13/22/12903/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Inwon Kang & Deokhee Cheon & Matthew Shin, 2011. "Advertising strategy for outbound travel services," Service Business, Springer;Pan-Pacific Business Association, vol. 5(4), pages 361-380, December.
    2. Robin Cowan & Nicolas Jonard & Jean-Benoit Zimmermann, 2007. "Bilateral Collaboration and the Emergence of Innovation Networks," Management Science, INFORMS, vol. 53(7), pages 1051-1067, July.
    3. Zahra, Shaker A. & Nambisan, Satish, 2012. "Entrepreneurship and strategic thinking in business ecosystems," Business Horizons, Elsevier, vol. 55(3), pages 219-229.
    4. Rong, Ke & Shi, Yongjiang & Shang, Tianjiao & Chen, Yantai & Hao, Han, 2017. "Organizing business ecosystems in emerging electric vehicle industry: Structure, mechanism, and integrated configuration," Energy Policy, Elsevier, vol. 107(C), pages 234-247.
    5. Bartikowski, Boris & Fastoso, Fernando & Gierl, Heribert, 2019. "Luxury cars Made-in-China: Consequences for brand positioning," Journal of Business Research, Elsevier, vol. 102(C), pages 288-297.
    6. Hamzaoui-Essoussi, Leila & Merunka, Dwight & Bartikowski, Boris, 2011. "Brand origin and country of manufacture influences on brand equity and the moderating role of brand typicality," Journal of Business Research, Elsevier, vol. 64(9), pages 973-978, September.
    7. Nicolau, Juan Luis & Mellinas, Juan Pedro & Martín-Fuentes, Eva, 2020. "The halo effect: A longitudinal approach," Annals of Tourism Research, Elsevier, vol. 83(C).
    8. Jacob Hileman & Ivan Kallstenius & Tiina Häyhä & Celinda Palm & Sarah Cornell, 2020. "Keystone actors do not act alone: A business ecosystem perspective on sustainability in the global clothing industry," PLOS ONE, Public Library of Science, vol. 15(10), pages 1-17, October.
    9. Roth, Katharina P. & Diamantopoulos, Adamantios, 2009. "Advancing the country image construct," Journal of Business Research, Elsevier, vol. 62(7), pages 726-740, July.
    10. Leila Hamzaoui-Essoussi & Dwight Merunka & Boris Bartikowski, 2011. "Brand origin and country of manufacture influences on brand equity and the moderating role of brand typicality," Post-Print hal-01822305, HAL.
    11. Diamantopoulos, Adamantios & Riefler, Petra & Roth, Katharina P., 2008. "Advancing formative measurement models," Journal of Business Research, Elsevier, vol. 61(12), pages 1203-1218, December.
    12. K. Roth & A. Diamantopoulos, 2009. "Advancing the country image construct," Post-Print hal-00787417, HAL.
    13. Shu Wang & Ying-Kai Liao & Wann-Yih Wu & Khanh Bao Ho Le, 2021. "The Role of Corporate Social Responsibility Perceptions in Brand Equity, Brand Credibility, Brand Reputation, and Purchase Intentions," Sustainability, MDPI, vol. 13(21), pages 1-19, October.
    14. Chang Hee Yoon & Francis Joseph Costello & Cheong Kim, 2019. "Assisting Sustainable Entrepreneurial Activities Through the Analysis of Mobile IT Services’ Success and Failure Factors," Sustainability, MDPI, vol. 11(20), pages 1-22, October.
    15. Ashish Arora & Michelle Gittelman & Sarah Kaplan & John Lynch & Will Mitchell & Nicolaj Siggelkow & Denisa Mindruta & Mahka Moeen & Rajshree Agarwal, 2016. "A two-sided matching approach for partner selection and assessing complementarities in partners' attributes in inter-firm alliances," Strategic Management Journal, Wiley Blackwell, vol. 37(1), pages 206-231, January.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    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.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Spielmann, Nathalie, 2016. "Is it all or nothing? Testing schema congruity and typicality for products with country origin," Journal of Business Research, Elsevier, vol. 69(3), pages 1130-1137.
    2. Wei, Shuqin & Ang, Tyson & Liou, Ru-Shiun, 2020. "Does the global vs. local scope matter? Contingencies of cause-related marketing in a developed market," Journal of Business Research, Elsevier, vol. 108(C), pages 201-212.
    3. Bartikowski, Boris & Fastoso, Fernando & Gierl, Heribert, 2019. "Luxury cars Made-in-China: Consequences for brand positioning," Journal of Business Research, Elsevier, vol. 102(C), pages 288-297.
    4. Mariana Bassi Suter & Felipe Mendes Borini & Diego Bonaldo Coelho & Moacir Miranda Oliveira Junior & Marcos Cesar Conti Machado, 2020. "Leveraging the Country-of-Origin Image by managing it at different levels," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 16(3), pages 224-237, September.
    5. Saeed Samiee & Leonidas C. Leonidou & Constantine S. Katsikeas & Bilge Aykol, 2024. "Research on country-of-origin perceptions: review, critical assessment, and the path forward," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 55(3), pages 285-302, April.
    6. Stylos, Nikolaos & Vassiliadis, Chris A. & Bellou, Victoria & Andronikidis, Andreas, 2016. "Destination images, holistic images and personal normative beliefs: Predictors of intention to revisit a destination," Tourism Management, Elsevier, vol. 53(C), pages 40-60.
    7. Maria Rosaria Napolitano & Alessandro De Nisco, 2017. "Cultural heritage: the missing “link” in the place marketing literature “chain”," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 13(2), pages 101-106, May.
    8. Hamzaoui-Essoussi, Leila & Merunka, Dwight & Bartikowski, Boris, 2011. "Brand origin and country of manufacture influences on brand equity and the moderating role of brand typicality," Journal of Business Research, Elsevier, vol. 64(9), pages 973-978, September.
    9. Luis-Alberto, Casado-Aranda & Angelika, Dimoka & Juan, Sánchez-Fernández, 2021. "Looking at the brain: Neural effects of “made in†labeling on product value and choice," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    10. Waleed Yahya Yousef, 2023. "The Influence of a Country’s Sustainable Development on Likeability, Intention to Travel, and Country Image: A Case Study from Saudi Arabia," Sustainability, MDPI, vol. 15(7), pages 1-17, March.
    11. Amin Ansary & Nik M. Hazrul Nik Hashim, 2018. "Brand image and equity: the mediating role of brand equity drivers and moderating effects of product type and word of mouth," Review of Managerial Science, Springer, vol. 12(4), pages 969-1002, October.
    12. Shir-Way Siew & Michael S. Minor & Reto Felix, 2018. "The influence of perceived strength of brand origin on willingness to pay more for luxury goods," Journal of Brand Management, Palgrave Macmillan, vol. 25(6), pages 591-605, November.
    13. Riefler, Petra, 2012. "Why consumers do (not) like global brands: The role of globalization attitude, GCO and global brand origin," International Journal of Research in Marketing, Elsevier, vol. 29(1), pages 25-34.
    14. Martin, Drew & Palakshappa, Nitha & Woodside, Arch, 2019. "Consumer metaphoria: Uncovering the automaticity of animal, product/brand, and country meanings," Australasian marketing journal, Elsevier, vol. 27(2), pages 113-125.
    15. Simon Fauser & David Agola, 2021. "The influence of regional Italian images on consumer behaviour: a study of consumers in Germany," Italian Journal of Marketing, Springer, vol. 2021(1), pages 129-158, June.
    16. Mainolfi, Giada & Marino, Vittoria, 2020. "Destination beliefs, event satisfaction and post-visit product receptivity in event marketing. Results from a tourism experience," Journal of Business Research, Elsevier, vol. 116(C), pages 699-710.
    17. Jin, Zhongqi & Lynch, Richard & Attia, Samaa & Chansarkar, Bal & Gülsoy, Tanses & Lapoule, Paul & Liu, Xueyuan & Newburry, William & Nooraini, Mohamad Sheriff & Parente, Ronaldo & Purani, Keyoor & Ung, 2015. "The relationship between consumer ethnocentrism, cosmopolitanism and product country image among younger generation consumers: The moderating role of country development status," International Business Review, Elsevier, vol. 24(3), pages 380-393.
    18. Leonidas Hatzithomas & Christina Boutsouki & Fotini Theodorakioglou & Evanthia Papadopoulou, 2021. "The Link between Sustainable Destination Image, Brand Globalness and Consumers’ Purchase Intention: A Moderated Mediation Model," Sustainability, MDPI, vol. 13(17), pages 1-16, August.
    19. Bartikowski, Boris & Richard, Marie-Odile & Gierl, Heribert, 2023. "Fit or misfit of culture in marketing communication? Development of the culture-ladenness fit index," Journal of Business Research, Elsevier, vol. 167(C).
    20. Hayiel Hino & Israel D. Nebenzahl, 2021. "Applying information integration theory to the study of boycott–spillover to linked regions," Quality & Quantity: International Journal of Methodology, Springer, vol. 55(5), pages 1889-1915, October.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:13:y:2021:i:22:p:12903-:d:684756. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.