Chapter 6. Where Are You Positioned on the Trust Dimensions?
In the last chapter, I defined two extremes of push/pull (Theory P) versus advocacy (Theory A), but in reality, your firm is probably somewhere in between. You may have some elements of trust and relationship building, but not complete advocacy. In building a strategy to respond to the growth in consumer power, you must find out where you are on the overall and component trust dimensions, and then you must decide where you want to be and how to get there. Full advocacy may not be appropriate in your industry, but you need to determine how much trust to build. Often an evolutionary strategy is appropriate as you build trust. Relating positively to your customers may be the answer, but ...
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