Jiang, Zhizhong; Henneberg, Stephan C.; Naudé, Peter - In: International Marketing Review 28 (2011) 4, pp. 318-339
Purpose – The purpose of this paper is to investigate the levels of trust and reliance in different international business markets. The paper aims to obtain empirical evidence regarding the importance of relational aspects (trust) vis‐à‐vis organisational ones (reliance) for building...