What is it about?

The purpose of this article is to present a clear and critical synthesis based upon empirical work on this concept over the last twenty years. While explaining agreements on various definitions, models and measures of the concept, we highlight their main weaknesses. New opportunities to clarify the status of trust are also proposed.

Featured Image

Why is it important?

The dynamic of trust in BtoB relationships is integral to its forms.

Read the Original

This page is a summary of: Trust in B-to-B: Toward a Dynamic and Integrative Approach, Recherche et Applications en Marketing (English Edition), March 2011, SAGE Publications,
DOI: 10.1177/205157071102600101.
You can read the full text:

Read

Contributors

The following have contributed to this page