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Applying the idea of trust to business-to-business relationships seems challenging as these relationships are always based on considerations of common interest and risk assessment (Sebenius, 1992). Business relationships are often categorized by a stratified web of inter-personal trust relationships between employees of interacting organizations. Trust has been defined in business-to-business relationships as a fundamental cornerstone of co-operation (Mayer et al., 1995). Trust can be defined as: “the willingness of a party to be vulnerable to the actions of another party based on the expectation that the other will perform a particular action important to the trustor, irrespective of the ability to monitor or control that other party”.
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