Work

Trust in the Gray: A Qualitative Study of Trust and Repair in Gray Markets

Year: 2026

Type: article

Abstract: Although trust is critical for entrepreneurs in all markets, it likely differs in gray markets from that in white or black markets. In this inductive study, we find a coherent configuration of trust mechanisms in a gray market that offers new insights into how entrepreneurs can use their network (i.e., referrals and “lineaging”) and heuristics (i.e., “villageing”) to build trust in new stakeholders when trust formation is challenging and violations are costly. We also offer new insights into the practices for verifying (i.e., impromptu tests and extensive probationary periods) and maintaining (i.e., financial support) trustworthiness, as well as repairing trust.

Source: Entrepreneurship Theory and Practice

DOI: 10.1177/10422587261470049

Authors: Dean A. Shepherd, Vinit Parida, Jason A. Colquitt, Joakim Wincent

Institutions: University of Notre Dame, Luleå University of Technology, University of Vaasa, University of St.Gallen, Hanken School of Economics

Language: English

Topic: Entrepreneurship Studies and Influences

Subfield: Management of Technology and Innovation

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: hybrid

Estimated APC paid: $3,900

OpenAlex ID: W7203874823

FWCI:

Cites: 158

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