Zeitschrift für Betriebswirtschaft

, Volume 79, Issue 5, pp 609–632

Warum kann die Wirkung von Maßnahmen eines Unternehmens auf das Vertrauen des Partners kulturabhängig sein?

Konzeptionelle Überlegungen, bisherige empirische Befunde und Anregungen für die Forschung


Es liegen bereits zahlreiche Studien vor, in denen untersucht wurde, durch welche Maßnahmen ein Unternehmen das Vertrauen seiner Geschäftspartner fördern kann. Maßnahmen, die in einem Kulturkreis positiv wirken, könnten in anderen Kulturen aber nur eine geringe oder sogar negative Wirkung entfalten. In der Vertrauensforschung wurden mögliche kulturelle Unterschiede bisher wenig thematisiert. Verschiedene Maßnahmen eines Unternehmens lösen unterschiedliche vertrauensbildende Mechanismen aus. Die verschiedenen Mechanismen wiederum können in Abhängigkeit kultureller Charakteristika unterschiedlich wichtig für die Bildung von Vertrauen sein. Somit können Maßnahmen eine kulturabhängige Wirkung entfalten. Zu Vertrauensdeterminanten liegen bisher lediglich sehr wenige Länder vergleichende Studien vor. In zukünftigen Studien sollten kulturelle Charakteristika gemessen und in die Analyse einbezogen werden.


Geschäftsbeziehungen Vertrauen Kultur 

Why may culture moderate the effects of a company’s actions on its partners’ trust?


Several studies give recommendations which actions a company can take to build its partners’ trust in business relationships. Studies report that, for instance, a company’s flexibility and detailed contractual agreements may positively affect the partner’s trust. However, cultural norms may moderate the effects of potential actions on the partner’s trust and this has hardly been considered in relevant literature. The present paper explains why actions a company takes may have different effects on trust in different cultures. Suggestions for future research and the design of empirical studies are proposed.


Business relationships Trust Culture 


L14 M16 M31 


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Copyright information

© Gabler-Verlag 2009

Authors and Affiliations

  1. 1.School of Management and Marketing, Marketing Research Innovation CentreUniversity of WollongongNSWAustralia

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