Trust in B-to-B: Toward a Dynamic and Integrative Approach

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.

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Why is it important?

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