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Trust in the US‐EU Fruit and Vegetable Chain: Do US Exporters Understand EU Importers?

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Author Info

  • Ameseder, Christoph
  • House, Lisa
  • Haas, Rainer
  • Meixner, Oliver
  • Fritz, Melanie
  • Dahl, Ellie
  • Hofstede, Gert Jan
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    Abstract

    Research on organizational and inter‐organizational trust has become an important field in management and marketing literature, as it is perceived as a pivotal aspect of business transactions. However, clarifications are still needed on the issue of whom we trust; is the person whom we are trading with trusted, or the organization, or just the product‐quality? Not only has this question not been answered within this field of research, neither have cultural differences have been described to any great extent. Additionally, if the perceived factors important to establish trusting relationships may or may not be the same on the buyers and the sellers side in international business transaction in food chains. The primary objective of this research study therefore is to identify how well US exporters understand the elements of trust that establish strong relationships with EU importers. The Analytical Hierarchy Process was used to evaluate the importance of different trust elements in interviews conducted with US exporters and EU importers of fruits and vegetables. Results are compared, providing both a picture of the important facets of trust, as well as whether the partners understand the perspectives of the other partner.

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    File URL: http://purl.umn.edu/100473
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    Bibliographic Info

    Paper provided by International European Forum on Innovation and System Dynamics in Food Networks in its series 2010 Internatonal European Forum, February 8-12, 2010, Innsbruck-Igls, Austria with number 100473.

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    Date of creation: Oct 2010
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    Handle: RePEc:ags:iefi10:100473

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    Web page: http://www.fooddynamics.org/

    Related research

    Keywords: trust; perceived trust; importance of trust factors business transaction; supply chain; fruit and vegetable; US; EU; Agribusiness; Agricultural and Food Policy; Farm Management; Food Consumption/Nutrition/Food Safety; Marketing; Production Economics; Research Methods/ Statistical Methods;

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