Association of Marketing Theory and Practice Proceedings 2010
 

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

Included in

Marketing Commons

Share

COinS