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Trust, Distrust and Confidence in B2B Relationships - Abstract


Lisa K. Scheer (, University of Missouri


Trust is widely viewed as a critical antecedent of commitment and, consequently, stability and greater performance in B2B relationships. This essay will take a critical look at trust and the gaps in our understanding. Have we put too much trust in trust? Can trust and distrust co-exist within a B2B relationship? Under what circumstances does trust have negative effects on a business? Are there situations in which trust simply doesn’t matter? The potential dark side of trust will be explored, seeking insights regarding when and how trust pays off and when it hinders the strategic flexibility of the firm.

The Handbook of Business-to-Business Marketing

This chapter is part of the ISBM Handbook of Business-to-Business Marketing, edited by Professors Gary Lilien and Raj Grewal. The Handbook of Business-to-Business Marketing is available from Edward Elgar Publishing and other online book retailers.

As the authors retain the copyright to their chapters, only they have the right to use or distribute their chapter. If you would like a copy of this chapter, please contact the author or authors directly through their emails included above.

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