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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.

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