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Trust Management in Virtual Product Development Networks
Abstract
The basic hypothesis forwarded in this chapter is that a major cause for VPN failure is managerial, and therefore controllable and potentially avoidable. Although today’s managers are well-trained in competitive behavior, cooperative processes in VPN require special trust management(TM) skills, skills that a majority of managers do not possess. As a result, cooperation often appears to be managed reactively, rather than being based on a deliberate, proactive cooperation strategy. For a VPN to be competitive and successful in a dynamic environment characterized by constantly changing customer demands and technological innovations, it must be capable of rapid adjustment in order to reduce the time and cost needed to deliver to the customer quality products. The main objective of this chapter is to propose essential guidelines for developing and maintaining partnership trust in Virtual Product Development Networks (VPDN) such that these networks can be managed in a proactive manner. In the following sections, the background of VPDN collaboration will be described, followed by an analysis of the key factors likely contributing to successful VPN collaboration. Based on findings reported in the trust and product development literature, basic requirements for developing and maintaining effective partnership trust in VPDNs have been proposed. Barriers likely to occur in practice are also outlined.
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