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Farmers’ Perceptions of Building Trust

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  • Newman, Claire
  • Briggeman, Brian C.

Abstract

Trust is an integral part of maintaining any successful business relationship, especially within agriculture. Yet, there is minimal research on how to best build and enhance a trusted relationship. To identify how sales reps can deepen trusted relationships with farmers, a novel, best-worst survey approach is used. Results show that sales representatives should focus on their own personal development to build more trusted relationships as opposed to things largely outside of their control. Farmers did not care as much about age, years working, or even the reputation of the sales rep’s employer. In short, our research shows that agricultural sales representatives can build more trusted relationships with farmers.

Suggested Citation

  • Newman, Claire & Briggeman, Brian C., 2016. "Farmers’ Perceptions of Building Trust," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 19(3), pages 1-20, August.
    • Handle: RePEc:ags:ifaamr:244672
    DOI: 10.22004/ag.econ.244672
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    References listed on IDEAS

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    Cited by:

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    3. Mkhabela, Thulasizwe, 2018. "Dual Moral Hazard and Adverse Selection in South African Agribusiness: It Takes Two to Tango," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 21(3), February.

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