Studying Trust in Virtual Organizations

The core objective of this article is to introduce the repertory grid technique as a powerful methodology into research on trust in virtual organizations. This technique is particularly capable of yielding insights into the subjective meaning of trust. Virtual organizations have been chosen as our empirical field because the literature shows a broad consensus that trust is one of the most important success factors for the initiation, development, and continuation of activities in these types of hybrid regimes. On the basis of a discussion of the literature on trust in networks and virtual organizations, we present our empirical case study of two Swiss virtual organizations. It reveals that the emergence of trust in virtual organizations depends strongly on personal bonds and shared experiences in the practical realization of projects, whereas generalized rules and contracts play only a supplementary role. Localized and experience-based commitments as well as the proactive behavior of the partners involved are identified as decisive denominators of trust.

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