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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
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    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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    Bibliographic Info

    Article provided by Elsevier in its journal International Business Review.

    Volume (Year): 12 (2003)
    Issue (Month): 4 (August)
    Pages: 421-443

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    Handle: RePEc:eee:iburev:v:12:y:2003:i:4:p:421-443

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    Keywords: First and second order expectations Culture Channels of distribution Trust;

    References

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    Cited by:
    1. 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.
    2. Mallin, Michael L. & Asree, Susita & Koh, Anthony C. & Hu, Michael Y., 2010. "Antecedents to managerial trust and sales control in Malaysian salesforce," International Business Review, Elsevier, vol. 19(3), pages 292-305, June.
    3. Dong, Maggie Chuoyan & Tse, David K. & Cavusgil, S. Tamer, 2008. "Efficiency of governance mechanisms in China's distribution channels," International Business Review, Elsevier, vol. 17(5), pages 509-519, October.
    4. Christopher Robertson & Bradley Olson & K. Gilley & Yongjian Bao, 2008. "A Cross-Cultural Comparison of Ethical Orientations and Willingness to Sacrifice Ethical Standards: China Versus Peru," Journal of Business Ethics, Springer, vol. 81(2), pages 413-425, August.
    5. De Clercq, Dirk & Meuleman, Miguel & Wright, Mike, 2012. "A cross-country investigation of micro-angel investment activity: The roles of new business opportunities and institutions," International Business Review, Elsevier, vol. 21(2), pages 117-129.

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