Document Type
Conference Proceeding
Conference Track
Supply Chain Management/ International Marketing/ Business to Business Marketing
Publication Date
2010
Abstract
This paper explores the role that trust plays in improving the overall collaboration and business performance of firms that constitute an extended enterprise. Case studies of Eli Lilly, Airbus and Toyota Motor Company illustrate the significant economic advantages of creating and maintaining a collaborative and trusting network.
Copyright Statement / License for Reuse
Digital Commons@Georgia Southern License
Recommended Citation
Saban, Ken and Noakes, Michaela Ann, "The Role of Trust in Today’s Extended Enterprise" (2010). Association of Marketing Theory and Practice Proceedings 2010. 22.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2010/22
