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Trust formation in cross‐cultural business‐to‐business relationships

Trust formation in cross‐cultural business‐to‐business relationships Given the increase in the globalisation of the world's economies, the importance of building successful cross‐cultural business to business partnerships is emerging as a critical strategy for organisations to consider. For these forms of relationships trust has been identified as an essential component of success. However, little is known about the development and formation of trust in cross‐cultural business to business relationships. Consequently, triangulating two qualitative techniques, this paper examines the development of trust through the initial three stages of the relationship lifecycle. Findings suggest that trust develops in markedly different forms dependent on the lifecycle stage of the relationships. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Qualitative Market Research: An International Journal Emerald Publishing

Trust formation in cross‐cultural business‐to‐business relationships

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Publisher
Emerald Publishing
Copyright
Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
ISSN
1352-2752
DOI
10.1108/13522750410530020
Publisher site
See Article on Publisher Site

Abstract

Given the increase in the globalisation of the world's economies, the importance of building successful cross‐cultural business to business partnerships is emerging as a critical strategy for organisations to consider. For these forms of relationships trust has been identified as an essential component of success. However, little is known about the development and formation of trust in cross‐cultural business to business relationships. Consequently, triangulating two qualitative techniques, this paper examines the development of trust through the initial three stages of the relationship lifecycle. Findings suggest that trust develops in markedly different forms dependent on the lifecycle stage of the relationships.

Journal

Qualitative Market Research: An International JournalEmerald Publishing

Published: Jun 1, 2004

Keywords: Relationship marketing; Trust; Business‐to‐business marketing

References