Trust in Market Relationships
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Trust in Market Relationships

Sandro Castaldo

Trust in Market Relationships illustrates that the importance of trust in a commercial arena has intensified as markets have become more complex. As business relationships become ever critical for a firm’s economic results in highly competitive markets, and trust represents the basic platform for the development of successful long-term collaborations.
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Chapter 8: The Evolutionary and Interactive Dynamics of Trust

Sandro Castaldo


1. INTRODUCTION A first interpretative model of trust has emerged from the clarification of its analytical boundaries, constituting dimensions, main typologies and relations with antecedents, consequences and moderating variables. In order to fully understand the phenomenon a few more issues need further exploration. First, in line with what was stated earlier, we believe that further exploration is needed of trust’s longitudinal dimension, that is, its dynamics within the overall evolutionary cycle of the relationship, as discussed in Chapter 1 (section 5). Secondly, the reciprocity present in various aspects of the construct is certainly another relevant theme that requires further investigation. Up to now, in most cases the analytical perspective has been unilateral, concentrating on just one of the parties (mainly the trustor). To comprehend the true nature of the concept, a bilateral and interactive vision of the relationship it is needed. Finally, we will be able to represent the phenomenon under study in all its facets mentioned thus far by means of a general model. This concluding chapter is structured as follows. An insight into the longitudinal dimension of trust and a synthetic model encompassing the fundamental evolutionary stages of trust dynamics are described (section 2). This model also allows for individuating the mechanisms that drive both abstraction processes (section 3) and trust development (section 4). A bilateral vision of the phenomenon is then provided (section 5). Finally a synthetic general model (section 6) and some analytical cues on the managerial applications of this work (section 7) are discussed....

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