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Building trust early: the influence of first and second order expectations on trust in international channels of distribution

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  • Marshall, Ronald Scott

Abstract

Scenario-based survey data from export managers in the U.S. and Peru are used to explore interactive decision-making in an international distribution channel context. Export managers' first and second order expectations [J. Acad. Market. Sci. 13 (1985) 4] are operationalized in terms of affect- and cognition-based trust mechanisms [Soc. Forces 63 (1985) 967] and are examined in relation to multi-stage interactive decision-making. Findings suggest that building trust early is more dependent on matching, rather than exceeding, a partner's expectations. In addition, managers who heavily weigh their beliefs of what others expect of them in decision-making, tend to make affect-based decisions in the early stages of an interorganizational relationship. Finally, consistent with culture-based theories on in-group/out-group orientation, Peruvian export managers were more likely than US export managers to focus on a more instrumental, or cognitive, approach to building an initial export-import relationship.

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  • Marshall, Ronald Scott, 2003. "Building trust early: the influence of first and second order expectations on trust in international channels of distribution," International Business Review, Elsevier, vol. 12(4), pages 421-443, August.
    • Handle: RePEc:eee:iburev:v:12:y:2003:i:4:p:421-443
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    6. Hui Shi, Linda & Zou, Shaoming & Cavusgil, S. Tamer, 2004. "A conceptual framework of global account management capabilities and firm performance," International Business Review, Elsevier, vol. 13(5), pages 539-553, October.

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