Houcine Akrout is Associate Professor of Marketing at INSEEC School of Business and Economics, France. His research has been published in numerous highly-ranked international journals, including Information & Management and Industrial Marketing Management. Karine Raïes is Assistant Professor of Marketing at INSEEC School of Business and Economics, France. Her research has been published in numerous highly ranked academic journals, including the Journal of Business Research and Recherche et Applications Marketing. Arch G. Woodside is Visiting Research Professor at Coastal Carolina University, USA. He is the author/editor of 450 journal articles and over 50 books, and is the series editor of Advances in Business Marketing and Purchasing and Advances in Culture, Tourism, and Hospitality Research (Emerald).

This volume consists of seven articles on the role of trust in business-to-business relationships and how it impacts decisions. Business and other researchers from Europe, South Africa, Australia, and the US address the topic in emerging, developing, and developed countries, including the determinants and outcomes of cognitive trust during the expansion phase in buyer-supplier relationships in the US, China, and Brazil; factors that influence initial and future trust for sellers of natural essential oils on e-marketplaces in South Africa; online trust signals used by buyers to assess providers' trustworthiness in the context of industrial services in Austria; how inter-organizational and interpersonal trust are created and how these trust levels can be balanced to create positive outcomes in high-involvement customer-supplier relationships; loyalty strategies used by agri-food industries to maintain distributors; and case-based models of firms' marketing strategies within different context configurations, using the principles of complexity theory.

• Chapter 1. INTRODUCTION: TRUST IN BUYER-SUPPLIER RELATIONSHIPS: EVIDENCE FROM ADVANCED, EMERGING AND DEVELOPING MARKETS; Houcine Akrout Chapter 2. A GLOBAL EXAMINATION OF COGNITIVE TRUST IN BUSINESS-TO-BUSINESS RELATIONSHIPS; Sandra S. Graça and James M. Barry Chapter 3. A MODEL TO ENHANCE THE PERCEIVED TRUSTWORTHINESS OF SMALL AND MEDIUM ENTERPRISES SELLING NATURAL ESSENTIAL OILS THROUGH E-MARKETPLACESNozibele Gcora, Pardon Blessings Maoneke and Naomi Isabirye Chapter 4. ENHANCING ELECTRONIC MARKETS FOR INDUSTRIAL SERVICES BY TRUST FEATURES; Wolfgang Bauer, Jürgen Dorn and Ivan Pryakhin Chapter 5. INTERPERSONAL AND INTER-ORGANIZATIONAL TRUST IN HIGH INVOLVEMENT CUSTOMER-SUPPLIER RELATIONSHIPS: ANTECEDENTS, CONSEQUENCES AND MODERATORS; Houcine Akrout and Antonella La Rocca Chapter 6. TRUST IN RELATIONSHIPS WITH AGRI-FOOD DISTRIBUTION; Laila Ouhna Chapter 7. WINDOW TO NEW RESEACH APPROACHES: HOW USING SIMON’S SCISSORS CUTS PERPLEXITY IN STRATEGY THEORY, RESEARCH, AND PRACTICE; Gabor Nagy, Carol C. Megehee, and Arch G. Woodside

Houcine Akrout is Associate Professor of Marketing at INSEEC School of Business and Economics, France. His research has been published in numerous highly-ranked international journals, including Information & Management and Industrial Marketing Management. Karine Raïes is Assistant Professor of Marketing at INSEEC School of Business and Economics, France. Her research has been published in numerous highly ranked academic journals, including the Journal of Business Research and Recherche et Applications Marketing. Arch G. Woodside is Visiting Research Professor at Coastal Carolina University, USA. He is the author/editor of 450 journal articles and over 50 books, and is the series editor of Advances in Business Marketing and Purchasing and Advances in Culture, Tourism, and Hospitality Research (Emerald).

This volume consists of seven articles on the role of trust in business-to-business relationships and how it impacts decisions. Business and other researchers from Europe, South Africa, Australia, and the US address the topic in emerging, developing, and developed countries, including the determinants and outcomes of cognitive trust during the expansion phase in buyer-supplier relationships in the US, China, and Brazil; factors that influence initial and future trust for sellers of natural essential oils on e-marketplaces in South Africa; online trust signals used by buyers to assess providers' trustworthiness in the context of industrial services in Austria; how inter-organizational and interpersonal trust are created and how these trust levels can be balanced to create positive outcomes in high-involvement customer-supplier relationships; loyalty strategies used by agri-food industries to maintain distributors; and case-based models of firms' marketing strategies within different context configurations, using the principles of complexity theory.

• Chapter 1. INTRODUCTION: TRUST IN BUYER-SUPPLIER RELATIONSHIPS: EVIDENCE FROM ADVANCED, EMERGING AND DEVELOPING MARKETS; Houcine Akrout Chapter 2. A GLOBAL EXAMINATION OF COGNITIVE TRUST IN BUSINESS-TO-BUSINESS RELATIONSHIPS; Sandra S. Graça and James M. Barry Chapter 3. A MODEL TO ENHANCE THE PERCEIVED TRUSTWORTHINESS OF SMALL AND MEDIUM ENTERPRISES SELLING NATURAL ESSENTIAL OILS THROUGH E-MARKETPLACESNozibele Gcora, Pardon Blessings Maoneke and Naomi Isabirye Chapter 4. ENHANCING ELECTRONIC MARKETS FOR INDUSTRIAL SERVICES BY TRUST FEATURES; Wolfgang Bauer, Jürgen Dorn and Ivan Pryakhin Chapter 5. INTERPERSONAL AND INTER-ORGANIZATIONAL TRUST IN HIGH INVOLVEMENT CUSTOMER-SUPPLIER RELATIONSHIPS: ANTECEDENTS, CONSEQUENCES AND MODERATORS; Houcine Akrout and Antonella La Rocca Chapter 6. TRUST IN RELATIONSHIPS WITH AGRI-FOOD DISTRIBUTION; Laila Ouhna Chapter 7. WINDOW TO NEW RESEACH APPROACHES: HOW USING SIMON’S SCISSORS CUTS PERPLEXITY IN STRATEGY THEORY, RESEARCH, AND PRACTICE; Gabor Nagy, Carol C. Megehee, and Arch G. Woodside