March 2010
Marketing Management Journal;Spring2010, Vol. 20 Issue 1, p177
Academic Journal
Trust is essential for effective team performance and is often believed to require face-to-face interaction to develop. However, in virtual teams the luxury of these interactions may not exist. This paper explores the development of trust in virtual teams. Specifically, we focus on the multi- dimensional nature of the trust construct and the role each dimension plays as trust develops and grows. First, this paper suggests that initial trust in a virtual team is heavily dependent on the ability dimension while integrity and benevolence trust dimension assessments may develop over time throughout the life of the virtual team. Next, we recommend specific actions to ensure that the potential for the trust dimensions of ability, benevolence, and integrity is maximized in a virtual setting. Finally, we argue that by focusing on the three trust dimensions, a virtual team leader or organization can identify relevant actions and create a more hospitable environment for trust development without face to face interaction or touch.


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