Citation:
Andrew S Humphries and Richard Wilding; Long Term Collaborative Business Relationships: The Impact of Trust and C3 Behaviour, Journal of Marketing Management , Nov 2004, Vol. 20, No. 9-10, pp. 1107-1122
Abstract:
Long-term, collaborative business relationships are like marriages where
tolerance, forbearance and some reduction of freedom as well as innovation are
necessary to ensure success. Trust and co-operative behaviours are known to be
essential ingredients in securing an environment of continuous improvement but,
how they are correlated has yet to be tested. The paper describes a research
project within a sample of long-term monopoly businesses as a novel approach to
bringing trust and cooperation, co-ordination and collaboration (C3 Behaviour)
into sharper focus without competitive distractions. It was found that a
correlation between trust and C3 Behaviour and the success of the collaborative
relationship exists.