The dark side of trust and mechanisms to manage it.
Trust is considered to be the cornerstone of relationship marketing in B2B contexts. However, recent studies in this area suggest that high trust levels can be detrimental to buyer-supplier relationships. I refer to this phenomenon as the dark side of trust. My dissertation explores this notion by c...
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| Format: | Others |
| Language: | en |
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VANDERBILT
2010
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| Online Access: | http://etd.library.vanderbilt.edu/available/etd-04142010-015900/ |