Explores trust dynamics in provider-user relationships within market research, indicating its importance for collaboration.
Christine Moorman, Gerald Zaltman, Rohit Deshpande, Relationships between Providers and Users of Market Research: The Dynamics of Trust within and between Organizations, Journal of Marketing Research, Vol. 29, No. 3 (Aug., 1992), pp. 314-328
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Moorman et al. (1992) studied this question.
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