Purpose- The growing international landscape of business has underlined the significance of multiculturalism and the novel challenges it brings to business implementation. The logic of this study is to draw attention of readers that how trust can be conceptualized and how trust building process is affected in global business environments where more and more projects and business operations.
Design/methodology/approach- This research employs intensive literature review to conceptualize trust and develop a model of culture effects for turst building in global business environment. Though, this study is presently explanatory study because no empirical evidence is provided.
Findings- Culture is a significant factor in building trust among global projects stakeholders for the reason that trust is vital for developing a well-functioning long term business relationship. The study highlighted that cultural differences among project teams can cause conflict, misunderstanding and poor project performance.
Research Implications- Future empirical research should investigate various scenarios, types of projects, cultures and countries. Cultural issues are pretty sensitive that have immediate association with trust building process among international projects stakeholders. Diminutive systematic research has been done on the cultural effects for trust building in international business context. The probe of how culture effects trust building efforts in global business environments remains unrequited.
Originality/value- This study is adding value by creating awareness in the research community for undertaking a detailed and comprehensive research on this topic, and because of its originality, it serves as a foundation for future studies.
Paper type: Theoretical
Dr. Mian Ajmal
Dr. Petri Helo
Dr. Rassel Kassem
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