Trust is not an ´objective´ phenomenon that can be measured easily and understood across cultures and countries. Trust, in particular its understanding and interpretation, is also a socially constructed and context-dependent phenomenon, which renders its measurement and empirical analysis difficult. With this chapter, we want to explore approaches, pitfalls and possible lessons in researching trust across different cultures by looking at entrepreneurial activities.
Welter, F.; Alex, N. (2015): Researching Trust in Different Cultures, in: Lyon, F.; Möllering, G.; Saunders, N.K. (eds.): Handbook of Research Methods on Trust, 2. Auflage, Cheltenham, S. 75-85.