Call for Papers for a Special Issue on “More than just making nice: Trust in B-to-B Relationships”
Advances in Business Marketing and Purchasing (ABMP) Book Series
The deadline is July 4, 2017 for full paper submissions
Trust is more than just making nice. Trust plays a crucial role in all societies. The Economist (August, 2016) highlights that “even the most trivial commercial transactions rely on small acts of trust” and that more complex partnerships, impelled in particular by globalization and the extended enterprise, require much higher degrees of trust in order to succeed and more broadly spur the economic activities. Trust is the subject of a great deal of B-to-B research in marketing. However, despite its apparent value, the concept remains largely under-researched—worthy of deeper analysis (Gundlach & Cannon, 2010) and better understanding (Lilien, 2015). Examination of conditions that give rise to trust development, maintenance, and erosion is necessary as well as the study of various forms of trust (e.g., calculative, cognitive, and affective). Trust links in disparate contexts need examination—including business networks, intercultural and challenging ones. Scant relevant literature supports the perspective that the affective form of trust, especially in B-to-B contexts, has retained little attention to date. Relatedly, despite the general consensus that trust changes over time, the antecedents and stages of building, maintaining, breaking and also repairing trust over time deserve more understanding. The associations and mechanisms between interpersonal trust and inter-organizational trust in inter-firm relationships as well as how trust at one level of analysis affects and is affected by trust at other levels of analysis require deep investigation (Fang, 2008). Finally given that 94 percent of B-to-B buyers conduct online research at some point in the buying process (Accenture study, 2014), cultivating trust with new technologies including in business to business electronic commerce becomes paramount for high sale effectiveness. New technologies that encourage co-operation contribute to trust building rather than weaken it (The Economist, August 2016).