St. Francis Preaching to the Birds, Giotto, 1299, San Francesco Upper Church, Assisi, Italy (Source: Wikipaintings)

Building Trust: The Role of Stakeholders' Personal Values

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Key Concept

For stakeholders, such as employees and customers, the trustworthiness of a company is based on competence and character attributes. New research shows that whether competence or character is more important to establishing trust depends on the personal conservative or liberal values of the stakeholders. This research helps companies develop targeted trust-building strategies.