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1、Eric(Er)Fang,RobertW.Palmatier,LisaK.Scheer,&NingLiTrustatDifferentOrganizationalLevelsTheauthorsexploretheeffectsoftrustatthreedistinctorganizationallevelsinamarketingcollaboration:interorganizationaltrustbetweencollaboratingfirms,eachfirm’sagencytrustinitsownrepresentativesassign
2、edtoacollaborativeentity(coentity),andintraentitytrustamongtherepresentativesassignedtothecoentity.Dyadicsurveyandlongitudinalobjectiveperformancedatafrom114internationaljointventuresindicatethattrustateachlevelhasuniqueeffectsbutsimilarlyinfluencesthecollaboratingfirms’resourceinv
3、estmentsorthecoentity’suseofthoseresources.Interorganizationalandagencytrustmotivateresourceinvestmentsinthecoentity,particularlyinthecontextofadifferentiationstrategy,whereasintraentitytrustpromotescoordinationwithinthecoentity,andinterorganizationaltrustandadifferentiationstrateg
4、ymagnifythateffect.Intraentitytrustcanalsounderminecoentityresponsivenesstoenvironmentalchange,especiallywhenjoinedbyinterorganizationaltrustbetweencollaboratingfirmsandformalizeddecisionmakingwithinthecoentity.Thesefindingsdemonstratethatmanagingandbuildingtrustatmultiplelevelsisc
5、riticaltothesuccessofinterorganizationalmarketingcollaborations.Keywords:trust,interorganizationalrelationship,strategy,performancenterorganizationalcollaborationiscriticaltomarketers’relations”(Buchel2003,p.91).Buchel(2003)describessuccessintheglobalmarketplace;eventhefewfirmshowt
6、hefundamentallackoftrustamongkeyconstituentsIthathavethenecessaryresourcestoconsideroperatingledtoconflictandtheultimatedissolutionofaventureindependentlytypicallychoosetofocusontheirdistinctivebetweenLeicaandZeissthataimedtobecomethekeysup-competenciesandcollaboratewithpartnersfor
7、moreplierofelectronmicroscopes.Coentityfailuresoftenareperipheraloperations.Interfirmmarketingcollaborationsattributedtoalackoftrust(InkpenandBeamish1997),inoftenentailtheformationofacollaborativeentityorwhichcontexttrustreferstoawillingnesstorelyonanothercoentity—anidentifiedsetof
8、employeesfromeachcollabo-(
