Trust in the Gray: A Qualitative Study of Trust and Repair in Gray Markets
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Shepherd, D. A., Parida, V., Colquitt, J. A., & Wincent, J. (2026). Trust in the Gray: A Qualitative Study of Trust and Repair in Gray Markets. Entrepreneurship Theory and Practice. https://doi.org/10.1177/10422587261470049
© The Author(s) 2026. This article is distributed under the terms of the Creative Commons Attribution-NonCommercial 4.0 License (https://creativecommons.org/licenses/by-nc/4.0/) which permits non-commercial use, reproduction and distribution of the work without further permission provided the original work is attributed as specified on the SAGE and Open Access pages (https://us.sagepub.com/en-us/nam/open-access-at-sage).
Pysyvä osoite
Kuvaus
Although trust is critical for entrepreneurs in all markets, it likely differs in gray markets from that in white or black markets. In this inductive study, we find a coherent configuration of trust mechanisms in a gray market that offers new insights into how entrepreneurs can use their network (i.e., referrals and “lineaging”) and heuristics (i.e., “villageing”) to build trust in new stakeholders when trust formation is challenging and violations are costly. We also offer new insights into the practices for verifying (i.e., impromptu tests and extensive probationary periods) and maintaining (i.e., financial support) trustworthiness, as well as repairing trust.
Emojulkaisu
ISBN
ISSN
1540-6520
1042-2587
1042-2587
Aihealue
Kausijulkaisu
Entrepreneurship theory and practice
OKM-julkaisutyyppi
A1 Alkuperäisartikkeli tieteellisessä aikakauslehdessä (vertaisarvioitu)