The Honorable Merchant and Customer Trust : Key Dimensions for International Business Success

What does it mean to be honorable in an international business context, and why is it important? The history of business honorability is discussed in addition to its applicability to today's expectations. A solution of trust bridges is suggested to find commonalities between two parties in order to strengthen their network and relationship with one another. These postulates were investigated during the American Marketing Association's Special Interest Group conference on “The Honorable Merchant in International Marketing” hosted in Cancun, Mexico, in the spring of 2014. At the conference, a three-round Delphi study was conducted to analyze the various global perspectives participants had on honorable practices in academia and business and their relation to international marketing.