Development of trust in B2B relationships calls for common goals

The development of trust in business-to-business relationships calls for goal congruence, according to a new study shedding new light on power symmetry in business-to-business relationships. However, power does not play as key a role in the development of trust as previously thought. The significance of power in business-to-business relationships is an essential yet also a controversial topic in marketing research, as diverging approaches have resulted in contradictory findings. —> Read More