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Research Project ”STROI-Network”

Research Project ”STROI-Network”. P 5: Customer Perspective and Marketing Building Trust in Counterweight to Risks in Inter -Organisational Relations of Business Networks in Russia Marina Weck , HAMK. Research Objectives.

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Research Project ”STROI-Network”

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  1. Research Project ”STROI-Network” P 5: Customer Perspective and Marketing Building Trust in Counterweight to Risks in Inter-Organisational Relations of Business Networks in Russia Marina Weck, HAMK

  2. Research Objectives The overall aim of the research is to understand deeper the trust development process as a counterweight to the potential risks involved in inter-organisational relations of business networks in the Russian market. The research comprises the following specific objectives: • to identify what are the risks in the inter-organisational relations of business networks, • to explore the relationship between trust and identified risks, and • to determine what are the preconditions and leaders’ actions necessary for trust-building.

  3. Risk Networking Inter-Organisational Relations Trust-Building Process Relation-ship Trust Research Concept Overview The context for this research is the distinctive features of trust development process in inter-organisational relations of business networks in Russia

  4. Research Outcome: Model of Trust-Building Process Research objectives aim at developing a model that outlines the trust-building process along the key stages (e.g. Blomqvist, 1982) of inter-organisational relationship development. This model will illustrate the reality providing guidelines for building trust in counterweight to risks involved in IORs of business networks in the Russian market.

  5. Model of Trust-Building Process Process Stages of Inter-Organisational Relationship Development Awareness Attraction Interaction Agreement on partnership RISK TRUST Internal Risks Trust-Building Process Identified risks …………... Identified risks …………... Identified risks …………... Identified risks …………... Trust Preconditions and Building Actions Preconditions ………….. Actions ………….. Preconditions ………….. Actions ………….. Preconditions ………….. Actions ………….. Preconditions ………….. Actions …………..

  6. Classifying Business Network Partner Low Perceived risk in networking with partner Trust High Low High

  7. Related Theories The main theoretical concepts that can be applied to the research: Network and Marketing Relationships Theories Interaction Theory (Håkansson, 1982) The Commitment-Trust Theory (Morgan and Hunt, 1994) Transaction Cost Economics Theory (Williamson, 1975) Agency Theory (Eisenhardt, 1989)

  8. Research Design The research structure is divided into three phases as follows: PHASE ONE Literature Review Hypotheses building and testing Validation • PHASE TWO • Internal Risks of Business Networks (RQ 1) • Qualitative Analysis • Pilot Study (RQ 1 and RQ 2) • PHASE THREE • Relationship between Trust and Risk (RQ 2) • Trust-Bilding Process (RQ 3) • Qualitative Analysis Conceptual model development

  9. Research Methodology Research Questions: RQ 1 What are the risks involved in the inter-organisational relations of business networks in Russia? RQ 2 What isthe relationship between trust and identified risks? RQ 3 What are the preconditions and leaders’ actions necessary for trust- building in inter-organisational relations in the Russian market? Research questions Analysis Instruments RQ 1 Relational risks of business network Elite Interviews Pilot Study RQ 2 Relationship between trust and risk Qualitative Analysis Semi-structured Interviews RQ 3 Trust-building process

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