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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

Abstract

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.

Suggested Citation

  • Fritz, Melanie & Hausen, Tobias, 2006. "Trust and Control Dynamics in Agrifood Supply Networks: Communication Strategies for Electronic Transaction Environments," 2006 Annual Meeting, August 12-18, 2006, Queensland, Australia 25509, International Association of Agricultural Economists.
    • Handle: RePEc:ags:iaae06:25509
    DOI: 10.22004/ag.econ.25509
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    References listed on IDEAS

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    1. Erin Anderson & Barton Weitz, 1989. "Determinants of Continuity in Conventional Industrial Channel Dyads," Marketing Science, INFORMS, vol. 8(4), pages 310-323.
    2. George A. Akerlof, 1970. "The Market for "Lemons": Quality Uncertainty and the Market Mechanism," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 84(3), pages 488-500.
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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, UK 7985, Agricultural Economics Society.

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    Industrial Organization; Marketing;

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