Trust Building in Alliance Relationships Between Very Small Enterprises in a Developing Economy. A Contextualist and Anchored Approach
This article investigates the characteristics and forms of trust in the creation and development of alliances between very small enterprises. The results of the case studies of a domestic strategic alliance and an international strategic alliance in a developing country show that: (i) the forms of trust in the two alliance cases are calculated, emotional and cognitive trust; (ii) there are differences in the main characteristics of each form of trust when forming or maintaining the alliance (iii); Relational trust is the foundation of cooperation in both alliances, while institutional trust operates exclusively in the domestic alliance.