What does this research mean for the field?

Entrepreneurs in gray markets rely on a distinct configuration of network-based mechanisms, such as referrals and lineaging, and heuristics like villageing, to build, verify, maintain, and repair trust. Novelty: ClaimNovelty.NOVEL_FINDING. Consensus alignment: ConsensusAlignment.NEUTRAL.

What question did this study set out to answer?

To examine how entrepreneurs build, verify, maintain, and repair trust in gray market environments where legal protections are absent and violations are costly.

August 23, 2026Entrepreneurship Theory and PracticeOpen Access

Trust in the Gray: A Qualitative Study of Trust and Repair in Gray Markets

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Authors

DSDean A. Shepherd VPVinit Parida JCJason A. Colquitt

Discussion

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Overview

Qualitative study uncovers distinct trust formation and repair mechanisms in gray market entrepreneurs, highlighting how informal heuristics mitigate high-risk transactions.

Key Points

To examine how entrepreneurs build, verify, maintain, and repair trust in gray market environments where legal protections are absent and violations are costly.
Inductive qualitative study analyzing entrepreneurial practices and trust configurations within a gray market setting.
Identified network mechanisms (referrals, lineaging) and heuristic structures (villageing) that enable initial trust formation under high uncertainty.
Identified practical tactics for verifying trustworthiness (impromptu tests, extended probation) and maintaining or repairing trust via financial support.

Cite This Study

Shepherd et al. (2026) studied this question.

synapsesocial.com/papers/6a8aada77677a34114445f39 https://doi.org/10.1177/10422587261470049

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August 23, 2026Entrepreneurship Theory and PracticeOpen Access

Trust in the Gray: A Qualitative Study of Trust and Repair in Gray Markets

View Full Paper

Ask AI

Bookmark

Authors

DSDean A. Shepherd VPVinit Parida JCJason A. Colquitt

Discussion

Member takes

Overview

Qualitative study uncovers distinct trust formation and repair mechanisms in gray market entrepreneurs, highlighting how informal heuristics mitigate high-risk transactions.

Key Points

To examine how entrepreneurs build, verify, maintain, and repair trust in gray market environments where legal protections are absent and violations are costly.
Inductive qualitative study analyzing entrepreneurial practices and trust configurations within a gray market setting.
Identified network mechanisms (referrals, lineaging) and heuristic structures (villageing) that enable initial trust formation under high uncertainty.
Identified practical tactics for verifying trustworthiness (impromptu tests, extended probation) and maintaining or repairing trust via financial support.

Cite This Study

Shepherd et al. (2026) studied this question.

synapsesocial.com/papers/6a8aada77677a34114445f39 https://doi.org/10.1177/10422587261470049

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