Trusted Computing Platforms: TCPA Technology in Context

Benefits for a Company in Being Associated with Trust

A company would wish to be trusted for a number of reasons, including the following:

Trust is a better strategy than power games. Kumar argues that the power balance between manufacturers and retailers has shifted over the last few years and has introduced new trust relationships [Kumar 1996]. The traditional model of fear and intimidation, resulting in powerless but resisting victims, is held to be a poor long-term strategy that is unsustainable. Indeed, trying to build a position of power is incompatible with the approach of building trust. Alternatively, if companies decide to try to build trust with customers, both parties are likely to be more committed to the relationship and less likely ...