What's the fuss about trust?
Greg Smith & Bobby Duffy MORI
Summary
Over the last few years 'trust' has become one of the most talked about issues in marketing, research and academic circles. While it is claimed that trust is collapsing, trust is seen to be more important than ever in both the public and private sectors.
But do concepts of trust actually help us decide what to do and is there a crisis oftrust in any case? Is trust a new form of capital that all businesses and public service...