The role of trust on the performance of strategic alliances in a cross‐cultural context

Purpose – The purpose of this study is to explore the role of trust in the relationships and long‐term commitment between partners in strategic alliances. A framework is developed for better understanding the role of trust in the performance of strategic alliances in a cross‐cultural context.Design/methodology/approach – The empirical findings of this study are gathered from structured and unstructured interviews with some key actors involved in the process of forming strategic alliances in their own organizations; a case study of the oil industry in the United Arab Emirates (UAE) which illustrates this is analysed. Qualitative analysis is conducted to assess the role of trust in this cross‐cultural context.Findings – It was noted that building trust between partners helped to avoid bureaucratic obstructions and enhanced the decision making process in the UAE. It was found that trust helped partners to exchange resources faster, devote more funds to the venture and exchange knowledge and information smoot...

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