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Trust and Control Dynamics in Agrifood Supply Networks: Communication Strategies for Electronic Transaction Environments


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  • Fritz, Melanie
  • Hausen, Tobias
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    Agrifood supply networks are dynamic structures where firms regularly face the need to search for new market partners. A decision for a transaction with a new partner requires the existence of appropriate control and safeguard mechanisms as well as trust to overcome perceived risk and uncertainties. Electronic transaction environments offer new potentials for the identification of new transaction partners. However, trust and control need to be communicated appropriately in electronic transaction environments for agrifood supply network scenarios. Problems for appropriate communication are posed by the complex interrelation between trust and control in transaction processes and their dynamically changing importance in a transaction relation. This paper contributes to the development of appropriate trust and control communication strategies in e-commerce as it analyzes the occurrence of trust and control elements in the phases of a transaction in the agrifood sector.

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    Bibliographic Info

    Paper provided by International Association of Agricultural Economists in its series 2006 Annual Meeting, August 12-18, 2006, Queensland, Australia with number 25509.

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    Date of creation: 2006
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    Handle: RePEc:ags:iaae06:25509

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    Related research

    Keywords: Agricultural Markets Marketing; Marketing; Technological Change; Social Norms; Social Capital; e-Commerce; Industrial Organization; Marketing; Q13; O3; Z13; L81;

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    Cited by:
    1. Jackson, Elizabeth & Quaddus, Mohammed & Islam, Nazrul & Stanton, John & Hoque, Zohurul, 2007. "A Multi-Disciplinary Approach For Determining Adoption Of Agricultural Price Risk Management Strategies," 81st Annual Conference, April 2-4, 2007, Reading University 7985, Agricultural Economics Society.


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