A Study on Dynamic Building Trust Process of Collaborative Firms

• Main Authors: Tzu-Hui Kuo, 郭姿慧
• Other Authors: Shih-Chang Lung
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/09200413239229900705

碩士 === 國立高雄第一科技大學 === 企業管理研究所 === 94 === ABSTRACT The present competition foundation has already been promoted from individual enterprise''s competition to supply chain. Hence, collaborative commerce is the new integrated trend for enterprises. However, the mortality of collaborative commerce is very high. Collaboration needs to stabilize mutual anticipation between partners by trust. Therefore, trust is one of the key success factors of collaboration. Nevertheless, building trust is not easy. Though scholars studied a lot about trust, there are few researches with regard to individual stage of forming trust. However, building trust in initial stage is the situation that enterprises face most frequently. Consequently, this research explores mainly the mechanism of management of initial trust between collaborative firms and the way of influencing trust. This research takes five enterprises as the foundation of case study. After gathering the whole relevant materials with depth interview, this research develop the relevant propositions and form the following results of study. 1. Identifying partners makes the influence to initial trust. The firms are not familiar with each other while firms choose cooperative partner. Hence, according to objective conditions, such as company''s external reputation and inside core competence, etc., firms gather and form the subjective appraisal on the candidate companies. If the evaluation of candidate company were high, building initial trust with him will be easy. The grade of ability or the professional specialty of firms can be proven by institutional trust which was formed by certificate of the third just mechanism. 2. Agreeing on collaboration aims makes the influence to initial trust. When both sides cooperate, it would be best that strategic goal can agree with each other. However, ii in practice, both reaching agreement on aims is impossible, firms can only try theirs best to negotiate. Therefore, partners may only agree on the broad collaboration’s purpose－the inclusive congruency on aims, reaching collaboration is easier and the initial trust can be built, too. 3. Risk makes the influence to initial trust. When firm cooperates with unfamiliar corporation, cooperative uncertainty is relatively high. Hence, firm needs to assess the risk. If the risk were relatively high, firm will need to think how to manage the risk and reduce it to the lowest. On the contrary, if the risk were less, the will that firm undertakes the risk will be relatively high. No matter which one of them helps to build initial trust. 4. Collaborative scope makes the influence to initial trust. When the collaborative scope is relatively great, it is usually that the risk is relatively great, especially in the initial trust. At this moment, trust can’t be built gradually via small-wins approach. Consequently, the assessment of the risk will be relatively deepened. Besides, management of risk is also relatively positive. Then, those of them influence building the initial trust to collaborative firms.