Trust emergence in business to business relationships
Trust is a central theme of many articles on business-to-business and relationship marketing, yet it remains an elusive target. This paper integrates cases from two studies in dramatically different contexts to derive a casebased model of trust emergence in business to business relationships and discusses some related concepts. Two key topics, the existence of both process and time aspects to trust emergence and the correlation between the level of transaction risk and trusting behaviors, are discussed.
Visionary marketing for 21st century: Facing the challenge