Abstract
This case study is intended to develop an appreciation for the role of trust in buyer seller relationships through a fictional account of a student’s summer job. Given the high likelihood that students will have a sales job during their studies, or shortly after their graduation, this case can serve as a useful basis for exploring this potential role. This case will be of interest to those preparing courses in marketing, sales, introduction to business, and related courses. The case draws from the paper An examination of the nature of trust in buyer-seller relationships by Doney, P. M., & Cannon, J. P. (1997), this paper can be assigned for students to read if desired.
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