Download Supporting of Risk Based Strategy Development for Business

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
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.
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
Networking
InterOrganisational
Relations
Relationship
Risk
Trust
Trust-Building
Process
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 interorganisational 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.
Model of Trust-Building Process
Process Stages of Inter-Organisational Relationship Development
Awareness
Attraction
Interaction
Agreement on
partnership
RISK
TRUST
Identified risks
Identified risks
Identified risks
Identified risks
…………...
…………...
…………...
…………...
Trust Preconditions and Building Actions
Preconditions
…………..
Actions
…………..
Preconditions
…………..
Actions
…………..
Preconditions
…………..
Actions
…………..
Preconditions
…………..
Actions
…………..
Trust-Building Process
Internal Risks
Classifying Business Network Partner
Low
Perceived risk
in networking
with partner
Trust
High
Low
High
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)
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
Conceptual
model
development
Relationship between Trust
and Risk (RQ 2)
Trust-Bilding Process (RQ 3)
• Qualitative Analysis
Research Methodology
Research Questions:
RQ 1
RQ 2
RQ 3
What are the risks involved in the inter-organisational relations of
business networks in Russia?
What is the relationship between trust and identified risks?
What are the preconditions and leaders’ actions necessary for trustbuilding in inter-organisational relations in the Russian market?
Research questions
Analysis
RQ 1 Relational risks of
business network
Pilot Study
RQ 2 Relationship between
trust and risk
RQ 3 Trust-building
process
Qualitative Analysis
Instruments
Elite
Interviews
Semi-structured
Interviews