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THE PERCEPTIONS OF PARTNERS’ TRUSTWORTHINESS
IN RUSSIAN-FINNISH BUSINESS
Minna JUKKA
Lappeenranta University of Technology,
School of Business and Management, Lappeenranta, Finland.
Abstract
The perceived trustworthiness of business partners is a critical component of successful buyer–supplier
relationships. However international business partners may perceive their partner’s trustworthiness differently.
The aim of this study was to analyze how business partners participating in Russian-Finnish trade evaluate their
business partner’s trustworthiness. The qualitative data was collected from interviews of 22 Russian and Finnish
managers. Inductively formed trustworthiness categories were clustered, and the clusters were analyzed using
conceptual maps. The main differences between the Finns and the Russians were Russian preference for personal
connections, informal communication, fast reactions, emotions, transparency of partner’s expectations, and
mutual benevolence. The Finns perceived the partner organization, instead of the key person, as the business
partner. They emphasized rationality and punctuality. This study contributes to the literature on relationship
marketing in the contexts of cross-cultural buyer-supplier relationships. It identifies the differences between
trustworthiness perceptions of the Russian and Finnish business partners. As practical results informal
communication, transparency in business expectations, flexibility, and favors could be ways to achieve trust in
Russian business.
Keywords: relationship marketing, trustworthiness, Russian-Finnish, buyer-supplier relationships.
Introduction
Relationship marketing can be defined as “all marketing activities directed towards establishing,
developing, and maintaining successful relational exchanges” (Morgan & Hunt, 1994, 22). In
this field, perceived trustworthiness is seen as a critical component of successful buyer–supplier
relationships (Andersen, Christensen & Damgaard, 2009; Barney & Hansen, 1994; Dyer & Chu,
2003). It has also been found to be a source of competitive advantage for companies (Barney &
Hansen, 1994). However, in intercultural business relationships the different cultural
backgrounds of partners could have an effect on trustworthiness perceptions. Partners coming
from different cultures may perceive each other’s trustworthiness differently (Ari o et al.,
1997). This study explores how Russian and Finnish industrial buyers and suppliers evaluate
each other’s trustworthiness. The research question is: What are the trustworthiness
perceptions of Russian and Finnish managers participating into Russian–Finnish trade?
This study contributes the literature on relationship marketing in the contexts of cross-cultural
buyer-supplier relationships by identifying the differences between trustworthiness
perceptions of Russian and Finnish business partners.
Theoretical background
Trustworthiness as a predominant determinant of trust is accumulated perceptual experiences
that lead to trust another person, institution or organization (Caldwell & Clapham, 2003).
Trustworthiness of a person, group or organization is defined as a measure of their ability,
benevolence and integrity perceived by the other party (Mayer, Davis, & Schoorman, 1995). In
this study, the business partner’s trustworthiness is conceptualized more generally as a
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