Trust at Different Organizational Levels  

Oleh:

Fang, Eric (Er) ; Palmatier, Robert W. ; Scheer, Lisa K. ; Li, Ning

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Marketing (EBSCO) vol. 72 no. 2 (Mar. 2008), page 80-98.
Topik: Trust; Interorganizational Relationship; Strategy; Performance

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ94.13 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

The authors explore the effects of trust at three distinct organizational levels in a marketing collaboration: interorganizational trust between collaborating firms, each firm's agency trust in its own representatives assigned to a collaborative entity (coentity), and intraentity trust among the representatives assigned to the coentity. Dyadic survey and longitudinal objective performance data from 114 international joint ventures indicate that trust at each level has unique effects but similarly influences the collaborating firms' resource investments in the coentity, particularly in the context of a differentiation strategy magnify that effect. These findings demonstrate that managing and building trust at multiple levels is critical to the success of interorganizational marketing collaborations.

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