Jiang, Zhizhong; Henneberg, Stephan C.; Naudé, Peter - In: Marketing Intelligence & Planning 28 (2010) 6, pp. 706-722
Purpose – To overcome the limitations of applying trust in interorganizational relationships, this paper aims to investigate the significant role of interorganizational reliance in business relationships and develop an original scale to measure this new construct. Design/methodology/approach...