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The Honorable Merchant and Customer Trust: Key Dimensions for International Business Success
Author(s) -
Czinkota Michael R.
Publication year - 2015
Publication title -
thunderbird international business review
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.553
H-Index - 37
eISSN - 1520-6874
pISSN - 1096-4762
DOI - 10.1002/tie.21725
Subject(s) - international marketing , marketing , context (archaeology) , international business , order (exchange) , delphi method , relation (database) , key (lock) , business , management , economics , computer science , finance , history , computer security , archaeology , database , artificial intelligence
What does it mean to be honorable in an international business context, and why is it important? The history of business honorability is discussed in addition to its applicability to today's expectations. A solution of trust bridges is suggested to find commonalities between two parties in order to strengthen their network and relationship with one another. These postulates were investigated during the American Marketing Association's Special Interest Group conference on “The Honorable Merchant in International Marketing” hosted in Cancun, Mexico, in the spring of 2014. At the conference, a three‐round Delphi study was conducted to analyze the various global perspectives participants had on honorable practices in academia and business and their relation to international marketing. © 2015 Wiley Periodicals, Inc.