Trust in strategic alliances: what does it mean and how is it built?

Informed by social exchange theory (SET) this study examines the role of trust in strategic alliances. Interviews were conducted with 17 participants who were strategic alliance managers in their organization. The study finds that trust is important to strategic alliance managers, and without it alliance managers would find it difficult to keep their alliance going. Trust is built over time, and based on the past experiences that the alliance manager has with their partner. The study found that prior networks, timely and appropriate communication and information exchange, fairness preservation and inter-firm adaptation were important in developing trust in the strategic alliance.