This paper builds on the idea that trust is a matter of embedded agency where trustors and trustees, as actors, interpret the social context in which they are embedded. Insofar as this context is institutionalized, trust may be quite 'normal' and achieved fairly easily by reference to...

The paper examines cultural differences and institutional uncertainty as important factors in the development of trust as a basis for successful international business relationships. The authors focus their investigation on the potential that actors have in becoming aware of and creatively...