Trust is an integral part in a supplier-buyer relationship. Especially in highly technological industries like the automotive- and aerospace industry this topic is of great importance. However, in contrast to the factors affecting the trust building process, which are researched very well, trust deterioration, its indicators, and counteractions to prevent trust deterioration were overlooked so far. The purpose of this study is to categorize different factors for trust as well as to contribute knowledge to trust deterioration by finding indicators and counteractions to prevent this. The study is partly based on the model of perceived trustworthiness and its three dimensions by Mayer, Davis and Schoorman (1995). One aim of this thesis is to proof if all three dimensions still fit within both industries. Furthermore, a deductive research approach was used in order to research the suppliers’ perspective in both industries regarding trust and indicators as well as counteractions of trust deterioration. Our findings show that the dimensions’ ability and integrity from Mayer, Davis and Schoorman (1995) are still important to build trust. Furthermore, the study contributes to the not existing research by exploring several indicators of trust deterioration as well as highlighting three counteractions to prevent trust deterioration. Consequently, a trust deterioration framework is given to show the general connection between trust and indicators as well as counteraction of trust deterioration.

Made available in DSpace on 2010-04-20T20:51:34Z (GMT). No. of bitstreams: 3 61070100621.pdf.jpg: 15663 bytes, checksum: 53ebe3d15df7d725a49176c27b21d888 (MD5) 61070100621.pdf: 497143 bytes, checksum: 79cc2eba783d5b41a183b50b1b727ae9 (MD5) 61070100621.pdf.txt: 160204 bytes, checksum: fb9cfd3157e128cf9156dc6c709e6e16 (MD5) Previous issue date: 2008-12-11T00:00:00Z / O objetivo geral da dissertação é estudar o código de conduta de uma empresa multinacional, visando conhecer a coerência entre o comportamento ético da empresa na subsidiária no Brasil, em termos da relação fornecedor - profissionais do setor de compras. Através de um estudo exploratório de natureza qualitativa e emprego de entrevistas semi-estruturadas questionário Likert, procurou-se conhecer a percepção do fornecedor com relação ao comportamento ético do comprador da empresa no Brasil, bem como os fatores que influenciam este relacionamento. A análise dos dados mostra que, apesar da reputação negativa percebida pelos brasileiros com relação à ética nos negócios, a empresa estudada apresenta uma boa reputação para o grupo de stakeholders 'fornecedores'. Confidencialidade de informações, respeito, ausência de favorecimentos, confiança, justiça, qualidade do produto, velocidade na resolução de problema, comunicação clara, negociação justa e honesta e vivência e comunicação do código de conduta da empresa pelos seus funcionários, foram identificados como fatores que influenciam o relacionamento fornecedor – comprador, bem como a percepção do fornecedor com relação ao comportamento ético do comprador. A percepção do comportamento ético do departamento de compras de uma empresa faz parte da imagem corporativa, e está intimamente ligada com a reputação da corporação. Comunicação, respeito mútuo e criação e manutenção de uma relação aberta e de confiança com seus stakeholders são componentes importantes no processo gerenciamento da identidade corporativa. Padrões éticos elevados, como os da empresa estudada, contribuem para estabelece a identidade da corporação e um bom relacionamento com seus stakeholders. / This Dissertation aims to studying a multinational company’s code of ethics in order to know the coherence of its Brazilian subsidiary’s ethical behavior. It focuses specifically the relationship between suppliers and the company’s purchasing department employees. By means of qualitative research and Likert questionnaire semi-structured interviews we have tried to understand the supplier’s awareness of the company’s purchaser’s ethical behavior and its influencing factors. Data analysis indicates that despite the fact that Brazilians notice a negative reputation in business ethics, stakeholders – 'suppliers' – have a positive image of the company in this study. Information confidentiality, respect, lack of favoritism, trust, fairness, product quality, promptness in problem-solving, clear communication, fair and honest negotiation and compliance with the company’s code of ethics and communication with staff communication were identified as influencing factors in the relationship between the supplier and the purchaser, as well as the supplier’s awareness of the purchaser’s code of ethics. Ethical behavior awareness in a company’s purchasing department is part of its corporate image, and it is closely liaised to its corporation’s reputation. Communication, mutual respect and fostering an open and reliable relationship with its stakeholders are important aspects of the corporate identity management process. High ethical values, such as those observed in the company in the study, contribute to establishing corporate identity and strengthening the relationship with its stakeholders.