Trust plays a crucial role in all societies, particularly within the Business-to-Business context where inter-firm relationships, impelled by globalization and the extended enterprise, require a much higher degree of trust to succeed. This 26th volume of Advances in Business Marketing and...

New Insights on Trust in Business-to-Business Relationshipsprovides readers with advanced original insights on trust antecedents, processes and consequences within the B2B marketing context and offers practical tools alongside suggestions for future research.