Trust as a valuable strategic variable in the food industry: different types of trust and their implementation

摘要: Although it is often suggested that trust an important construct in relationship marketing, there only little empirical evidence of how, if at all, may be used as a valuable strategic variable. In the 1990s, international food industry faced number serious challenges, most notoriously mad cow disease. The present multiple case study, which qualitative nature, explores how Danish-British bacon supply chain has dealt with challenges by means implementing different types trust. study confirms are marketers can embrace and shows when one type not available draw on other types. also maps patterns trust-based marketing approaches.