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Determinants of Trust Formation in Korean New Product Alliances
Ludwig Bstieler,Martin Hemmert,우원석(토론자) 한국전략경영학회 2006 한국전략경영학회 학술대회발표논문집 Vol.- No.-
We examine antecedents of trust formation in 47 vertical new product development alliances in the South Korean machine industry. Communication quality and perceived fairness were found significant contributors to trust formation. Contrary to the widespread perception, pre-existing social relationships were not found to be crucial for establishing trust with external alliance partners in Korea. Multiple explanations are offered for this unexpected finding. Instead, existing social relationships moderated the importance of fairness for trust formation. When conducting partnerships with Korean firms, managers should instead focus on quality communication and fair behavior when trust formation is the objective.