Authors: Bernd Günter
The conceptual article deals with the taxonomy and managerial handling of competitive advantages. It suggests an extended list of competitive advantages including time-related differences and differences in fulfilling promises and thus trustworthiness. Trustworthiness is considered in connection with reliability but interpreted as a more restricted and specialised variable. The article proposes a set of hypothesis for the analysis of the relevance and importance of trustworthiness from a buyer’s perspective and for action/reaction by suppliers. The conceptual approach of this “work-in-progress” article points out the need for empirical research on trustworthiness as a buyer´s evaluation criterion and a supplier´s attribute in business-to-business marketing relationships.
Journal: n.a. (n.a. – n.a.)
Web Address: n.a.
Publish Year: 2009
Conference: Marseille, France (2009)