The Role of Trust in Creating Effective Alliances: A Managerial Perspective

The popularity of alliances in business has exploded over the past few years along with an increasing interest in the role of trust in economic transactions. This paper details the nature of alliances and the crucial role played by trust in creating and managing alliances. Evidence of the emergence of trust are further given within the context of alliances established by small and medium-sized Swiss enterprises where both planning and mutual trust constitute essential ingredients.