Trust and the Decision to Outsource: Affective Responses and Cognitive Processes

@inproceedings{Hansen2003TrustAT,
  title={Trust and the Decision to Outsource: Affective Responses and Cognitive Processes},
  author={Morten Hartvig Hansen and Julie L. Morrow},
  year={2003}
}
Many of the various forms of cooperative strategy that firms are pursuing in today's economy entail the placing of important business functions in the hands of a partner. This paper examines the role of trust in the decision by a producer to place the marketing function in the hands of another entity, namely a cooperative. Although others have studied the effect of what may be termed general trust on inter-organizational relationships, few have examined the antecedents of that trust. We propose… CONTINUE READING

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