Trust: looking forward and back

Purpose – This paper considers ways forward in the study of trust in business relationships and networks.Design/methodology/approach – The 25 papers focusing on trust previously published in the Journal of Business & Industrial Marketing are categorized as to their focus and compared to the body of work on trust concluding there is little considering the nature of trust. A model that integrates conceptualizations of the past and present and extends these to incorporate nature of trust as affective – including calculation and emotion – is presented.Findings – This broadened conceptualization of trust contains focused, interacting components enabling both holistic and well as focused study of relationships and the role of trust within them.Research limitations/implications – An important direction for business relationship and network research is consideration of the best way to conceptualize and measure trust. The way that trust components combine and vary in different settings, including in different cult...

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