Trust as a valuable strategic variable in the food industry: different types of trust and their implementation

Lindgreen, Adam ORCID: https://orcid.org/0000-0001-7881-7350 2003. Trust as a valuable strategic variable in the food industry: different types of trust and their implementation. British Food Journal 105 (6) , pp. 310-327. 10.1108/00070700310481694

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Abstract

Although it is often suggested that trust is an important construct in relationship marketing, there is only little empirical evidence of how, if at all, trust may be used as a valuable strategic variable. In the 1990s, the international food industry faced a number of serious challenges, most notoriously the mad cow disease. The present multiple case study, which is qualitative in nature, explores how the Danish-British bacon supply chain has dealt with the challenges by means of implementing different types of trust. The study confirms that there are different types of trust that marketers can embrace and shows that when one type of trust is not available marketers can draw on other types. The case study also maps different patterns of implementing trust-based marketing approaches.

Item Type:	Article
Date Type:	Publication
Status:	Published
Schools:	Business (Including Economics)
Subjects:	H Social Sciences > HD Industries. Land use. Labor
Uncontrolled Keywords:	Food industry; Relationship marketing; Supply chain; Trust
Publisher:	Emerald
ISSN:	0007-070X
Date of First Compliant Deposit:	30 March 2016
Last Modified:	02 May 2023 11:27
URI:	https://orca.cardiff.ac.uk/id/eprint/55291

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