Navigating Cultural Landscapes: Individualism's Impact on Trust and Opportunism in B2B Data Sharing
Type
conference paper
Date Issued
2025-08
Author(s)
Abstract
This study explores how cultural individualism moderates the relationship between different types of trust (interpersonal vs. interorganizational) and opportunism (known vs. assumed, active vs. passive) and managers’ willingness to share data. Our conjoint experiment with 349 managers across four continents – from Tunisia, Thailand, the USA, and DACH region (Germany, Austria, Switzerland) totaling 2,792 data-sharing decisions – reveals cross-cultural variations: in individualistic contexts, interorganizational trust mitigates active opportunism. Collectivists prefer clarity about specific known opportunistic risks over assumed opportunism. We identify substitution effects and extend the ‘cushion hypothesis’ to individualists relying on organizational commitments and exit options as safety nets.
Language
English (United States)
Refereed
Yes
Event Title
Academy of Management Annual Conference
Event Location
Copenhagen