ایجاد انگیزه جدید به عنوان ایجاد روابط ذینفعان: چشم انداز مبتنی بر اعتماد

The importance of trust in numerous dyadic relationships (e.g., romantic relationships, co-workers) is well documented, yet trust within the context of entrepreneurship—specifically, enabling the emergence of new ventures—is largely unexplored. In particular, we know very little about how entrepreneurs use trust to establish each of the unique strategic alliances they must form with stakeholders to enable a new venture to enter the market. We present a theory-based approach, developed from existing literature on trust, to specify multiple stakeholder-oriented insights related to trust that may facilitate new venture creation. In sum, during venture initiation, stakeholders require entrepreneurs to convey nuanced interpersonal messages to develop, initially, dimensions of trust – ability, benevolence, and integrity – to effectively build these relationships that enable successful new firm emergence.